1. Once Upon a Time…
How Four Seasons Became a Storyteller
@FourSeasons @epizzinato

2. “I know that half my advertising
dollars are wasted. The problem is I
don’t know which half.”
Innovation:
New Platforms in 2012
2

4. Sway
Motivate
Convince
Convert

5. 140

8. Luxury Today.
Branding
Luxury Is Moves to
Back the Social
Sphere
The Rise
E-Commerce
Is King
of the
iPad

9. The Affluent “LIKE” Social Media.

10. What does that mean for a high-touch
brand like Four Seasons?
Innovation:
New Platforms in 2012
10

11. Our Brand promise.
Locally relevant Differentiating
Customised
and culturally and
and personal authentic memorable
….It’s also our brand engagement promise

12. Four Seasons as Storyteller.
Manage Leverage
content in one more UGC
place
Meet them
where they
already are
Link engaging
experiences Have a POV
both on and
offline

13. Content Strategy.
Develop and disseminate
branded content across all
consumer channels and
Hotel platforms
Create brand “voice” and
personality
Corporate
Adapt and create content to be
locally relevant, authentic and
Hotel Hotel compelling
Convey personality of hotel

14. Meet them where they already are.

15. Manage content in one place.

16. Manage content in one place.
 FS MAGAZINE
 FS mag online

18. User-Generated Content.

19. Link engaging experiences on and offline.
Virtual Wine Tasting
held via Twitter and
“hosted” by
Sommeliers at five
properties
Concurrent tweet-
ups at 14
participating
properties

20. Have a POV: Beyond the Category.

21. Have a POV: Culturally Relevant.

22. Platform expansion and innovation.
Innovation:
New Platforms in 2012
22

23. Instagram and Pinterest.

24. Google+ and Tumblr.

25. Show me how it works.
Weddings at Four Seasons.
Innovation:
New Platforms in 2012
25

26. Here Comes the Bride.

32. Brands as Storytellers.
Link
Manage Meet them engaging
Leverage
content in where they experiences Have a POV
more UGC
one place already are both on
and offline
More Engaged Communities

33. Thank You! Questions?
@FourSeasons @epizzinato