Although you always hear talk of the alleged “wedding season” being upon us, plenty of brides take their walk down the aisle year-round.
Winter, spring, summer, fall—the idea that any wedding planner and/or TLC programming
dare to quarantine an allotted and solitary period of time for matrimonial celebrations is preposterous if not laughable.
By name alone, Four Seasons Hotels and Resorts
already seems befitting of this “new” trend in nuptials. It should come as no surprise then that the luxury lodger is carving out quite a space for itself as the premiere wedding hub for happy couples.
From ceremonies and receptions to guest accommodations and honeymoon destinations, the hospitality giant already has the means for fulfilling practically any need or desire that two lovebirds might encounter in their planning process, as well as those in attendance come the big day.
In 2012, the company decided to further secure its position, taking advantage of its Four Seasons Online Magazine
and introducing a dedicated weddings print magazine and complementary blog
. Filled with rich content built to offer luxury brides and wedding enthusiasts unprecedented access to inspiring bridal stories across the globe, unforgettable wedding and honeymoon destination offerings, and insights into the latest worldwide wedding trends, the launch was part of a global-integrated digital PR campaign devised by Four Seasons to drive this desired engagement.
Working with global public relations agencies, Four Seasons used social media to help generate multichannel buzz among industry influencers, as well as garner coverage of efforts in the media.
These efforts included Twitter chats under the handle @FSBridal
and featured such special guests as lavish jeweler Tiffany & Co. and Harrods department store. On Pinterest
, it staged a “Pin Your Dream Wedding” contest
, where users created their dream wedding pinboards with photos from Four Seasons Web assets, as well as their own visuals. Four Seasons also made use of Facebook
to allow its fans to engage with one another by sharing photos representative of their own fantasy weddings and honeymoons.
Four Seasons even took advantage of the popular infographic trend to help engross potential bloggers and digital influencers with its “Wedding LuxGraph
,” as well as the staging of wedding event showcases, dinners, and fashion shows that were streamed live online from such locations as Las Vegas, Cairo, Scottsdale, and Washington, and where local media, wedding planners, and brides-to-be were all in attendance.
With love being the common thread in any solid marriage, it’s clear that Four Seasons loves being a part of the experience while also providing an experience of its own.
By the power vested in us, we now pronounce it PR Daily’s 2013 Digital PR Awards winner for Best Digital PR Campaign—Budget Between $25,000 and $50,000.
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