Four Seasons targets millennials in a new mobile social media campaign

Roberto Gudiño & Alex Rangel

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Communication ObjectivePosition The Four Seasons as a luxury hotel that is both

sophisticated and contemporary speaking to a new generation.

Marketing ObjectiveIncrease lead generation and promote brand awareness.



Target SummaryMen and Women 34-45 years old. The primary target for this campaign has

to be individuals that can be converted into The Four Seasons customers. This

means they must have the financial means to interact with The Four Seasons

brand as well as the desire to engage with a high cost luxury brand.



Target SummaryWith these considerations in mind the ideal target demographic would

likely rank high in power distance, individualism and masculinity. These are

individuals that seek out premier services are extremely successful and like

to display their social status through purchases and social activity.



InsightLegacy luxury brands are at risk of being seen as outdated and stagnant.

ConceptCreate engagement, brand awareness, and social sharing through Facebook

with an online quiz that rewards users with high-end seasonal cards.



In-Feed Ad and Posts



•Like page to play

•Gather email and contact information

•Glean insights from consumers

Like Page to Play



Personality Questions

What’s your idea of a perfect

vacation?

Catching Waves Rock Climbing Golfing



Hotel Questions

What 1930’s structure is The Four Seasons remodeling?

The Miami Club The Collins Club The Surf Club



Who wrote “How the Grinch Stole Christmas?”

Dr. Oz Dr. Seuss Oprah

Seasonal Questions









ConclusionBy creating a cyclical event that can be repeated annually this campaign

seeks to create a new Four Seasons tradition using social media as a means to

create steady annual brand awareness through the use of greeting cards.



Thank You
