On June 9th, Four Seasons Hotels & Resorts celebrated Global Wellness Day; an international holiday developed to celebrate the pursuit of healthy living. Four Seasons celebrates this day with a global roster of expertly curated programming aimed at restoring the mind, body, and spirit.
This was the third consecutive year Four Seasons has dedicated to living well – a natural fit for the company committed to creating memorable spaces and experiences that enable guests to unwind, relax, and recharge. Hotels and resorts in Four Seasons portfolio offered a variety of complimentary and charitable activities that focus on self-care and wellness throughout the year.
An integrated approach of public relations and social media efforts were utilized to promote Four Seasons involvement in Global Wellness Day. There were four primary objectives for this campaign: engage in a popular consumer holiday while spotlighting Four Seasons Hotels and Resorts as a leader in the hospitality industry for luxury wellness offerings; highlight each property's tailor-made experiences and insider access in each destination; position individuals from each property as experts in the wellness industry; and showcase Four Seasons Hotels and Resorts wide breadth of holistic wellness activities and amenities.
The key KPIs to measure these objectives on social were reach/impressions from Four Seasons brand account and property accounts, engagement, video views, and #FSWellness impressions. For Public Relations, the KPIs were media coverage and ad value.
Four Seasons employed a variety of traditional and digital tactics to secure coverage and expand the reach of Four Seasons wellness activations and events across the global portfolio. Four Seasons corporate public relations and social media teams worked in tandem with regional and property teams to identify compelling on-property activations for the holiday and develop ongoing wellness programming to be launched on Global Wellness Day. These were then highlighted in active media pitching, on the brand social media channels, and on the property social media channels.
The team conducted targeted outreach to national and regional luxury travel, lifestyle, and wellness targets, respectively, highlighting the relevant news and offerings. Simultaneously, these offerings were promoted on the brand social media channels, and properties conducted additional outreach to secure local influencer attendees at key events. For example, many properties offer a variety of fitness, spa and food and beverage offerings throughout the day to celebrate Global Wellness Day. One of the brand's most active participants is Four Seasons Hotel Los Angeles at Beverly Hills, whose yoga class, attended by influencers, was streamed live across Four Seasons brand channels on Instagram and subsequently featured in Forbes.
Leading up to Global Wellness Day, different activations on Instagram, Facebook, Twitter and Snapchat were launched with content tailored to each platform. Specific takeovers were coordinated with various properties to create content specific to this day for Instagram and Snapchat. To celebrate wellness in the United States capital, Four Seasons Hotel Washington D.C. participated in a Run My City 5K course through DC's most iconic sites. This was captured throughout Four Seasons Instagram Stories, sharing the 5K run and the monuments and views along the way.
The brand used static images and videos to support the #FSWellness campaign across social media channels while simultaneously sharing Instagram Stories taking followers through different initiatives from around the world. On Global Wellness Day, two different Instagram Lives were hosted with a Q&A and highlight of wellness offerings. Four Seasons Hotel New York Downtown hosted a live Q&A with Tara Cruz, the Spa Director from the property, who spent the morning answering insightful wellness questions and tips for relaxation and rejuvenation and Four Seasons Hotel Los Angeles at Beverly Hills hosted a live yoga class on the helipad of the property with Andrew Sealy, ambassador for Alo Yoga.
On the brand Snapchat, multiple takeovers of the account were launched with properties logging on and showcasing their offering for Global Wellness Day, ranging from locations in the United States and Canada.
In addition to Four Seasons Hotels and Resorts pushing Global Wellness Day content on their channels, participating properties posted across their channels, amplifying the overall reach and awareness of #FSWellness. All properties were given a toolkit that instructed them on how best to promote the day on their channels and create brand-aligned content that could be repurposed on the main account. Guidance was also provided to properties wanting to engage with influencers to attend their on-property events. Resulting content included creative video content from #FSWellness events.
The Four Seasons Global Wellness Day campaign reached 1,141,640 million users across Facebook, Twitter, Instagram and Snapchat. There were 19,533 30-second video views and 207,747 likes, comments and shares on the content for this day. There were 690 mentions of #FSWellness on Instagram and Twitter over the course of the campaign resulting in 1,320,000 actual impressions.
Media coverage around Global Wellness Day 2018 resulted in 390 placements and an ad value of $428,501 following the announcement. Top coverage was placed in Forbes, Luxury Travel Advisor, and American Spa.
This campaign was a success in building awareness for the brand's dedication to wellness and sharing the brand's knowledge and expertise in the space.
