Skift Take
Social marketing is as much about building a brand as about selling an actual product. Four Seasons' current campaign is putting its properties on the bucket lists of thousands of health-minded travelers.
The success of a hotel brand is no longer just measured by whether it provides a clean room, friendly service, and fair prices.
Today, hotel brands have become lifestlye brands that align themselves with the worlds of fashion, wellness, or even the neighborhoods where they reside.
One pleasant result of this trend is Four Seasons’ new social campaign promoting its collection of spa treatments and healthy food plans including sleep consultations, hypnotherapy, and liquid detoxes. Since many travelers can’t afford these luxurious treatments at the hotels’ properties, Four Seasons is building its reputation as a wellness brand with a visual and informative social campaign.
Four Seasons is sharing daily tips and reminders for boosting energy throughout November as part of its #30DaysofEnergy challenge.
We are particularly impressed with the brand’s Instagram account, which has integrated this wellness message and its properties for a campaign that feels natural and fun for its followers. Alongside every photo — taken at a Four Seasons property — is a few sentences about deep breathing, eating greens or exercise.
Four Seasons isn’t alone its wellness movement. Starwood Hotels & Resorts teamed up with yoga influencer Tara Stiles for a similar campaign for its W brand.
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Tags: branding, four seasons, instagram, wellness
Photo credit: Four Seasons lays out a month of healthy activities as part of its #30DaysofEnergy challenge. Four Seasons / Instagram