A new Four Seasons Twitter feed will feature commentary from brides who will "share their journey to the altar." The @FSBridal effort is part of a slew of digital initiatives focused on all things luxe bridal to expand its weddings business.
These initiatives include a magazine app, blog, Twitter handle, Pinterest page and Facebook tab.
A Four Seasons Pinterest page is dedicated to weddings to capitalize on the platform's female-dominated audience. The page has 128 followers and features bridal bouquets of Sweet Frangipani and pink lotus, and photos of "Real Weddings" at Four Seasons resorts in Maui and Tuscany. On May 15, the brand is launching the "Pin Your Dream Wedding" contest for a chance to win a $2,500 gift card.
Four Season's @FSBridal Twitter handle also launched earlier this month, and has about 560 followers. Three brides who will marry at Four Seasons properties in Beirut, Boston and Toronto this year are tagging their tweets #FSBrideBeirut, #FSBrideBoston and #FSBrideToronto respectively. So far, they have swapped ideas with followers about things like good pre-wedding exercise routines and wedding color schemes. The brides are all marrying at Four Seasons properties, and two are also honeymooning at Four Seasons locations.
On Tuesday, Four Seasons hosted its first #LuxBride chat on Twitter in which it asked questions and shared advice and trends covering fashion, design, bouquets and vows.
According to Felicia Yukich, manager of social media marketing for Four Seasons, the chat included more than 40 properties worldwide, as well as local florists and brides. The next #LuxBride chat will probably be in the fall, another big wedding season.
"We kept it as an unbranded hashtag by design. We want to facilitate a global discussion. It wasn't just us speaking - we invited wedding planners, florists [and] past brides and future brides," said Yukich. "Anyone who has a point of view is welcome to join the Twitter chat," she said.
"They're sharing the journey. It's an interesting tactic to leverage media and bring authenticity into a branded network," Yukich said. "It's not just the Four Seasons tweeting about why it's great at weddings - it's brides that have invested in the Four Seasons, crowdsourcing ideas."
According to Yukich, these three brides will be the first of many from around the world. Four Seasons chose its initial featured brides because they are engaged with social media, are getting married this year, are having unique weddings - and are willing to share their stories, she said.
In exchange for their participation, the brides might be getting some extra linens as part of a thank you, but any reward will come on a case-by-case basis by the properties at which they are staying, Yukich said.
A Four Seasons Weddings magazine app is currently available for iPads and is expected to be available for Android devices later this month. Yukich would not disclose how many times the iPad version has been downloaded so far.
According to Yukich, these wedding initiatives are not just a campaign, but a "sustainable program here to stay."
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014