Four Seasons Hotels and Resorts has launched an online campaign, The Spark, which aims to create engaging online content to inspire romance among couples.
The campaign includes a Countdown to Romance Facebook app, content on Four Seasons Magazine, and a Twitter, Instagram, and Pinterest hashtag, #IgnitetheSpark.
"We felt it was a great time of year to remind guests to fall in love all over again at Four Seasons," says Felicia Yukich, manager social media marketing for Four Seasons. "As we head into the hustle and bustle of the holiday season, we've created promotional offers like Ignite the Spark that allow couples to reconnect."
According to Yukich, Four Seasons has had more than 4,000 visits to the app tab on its brand Facebook page since Countdown to Romance launched in early October.
The Countdown to Romance app lets fans count down to their next romantic getaway, explains Yukich. It asks users for details about an upcoming trip. Questions include: when are you going, where are you going, are you staying at a Four Seasons, who are you travelling with, and what are you planning to do. Users can select from their Facebook friends when naming their travel companion. They can also select up to 15 activities they plan to participate in while away. The app will then send future reminders and romantic tips that are tied to the activities selected. Lastly, an image with the number of days until the romantic getaway is generated upon completion.
Yukich says that the image can be shared via Facebook, Twitter, or Pinterest. Couples may also opt to create a live countdown from the app that will tick back until their getaway. The live countdown is generated with an embed code that can be placed on the couple's blog or other website. The app delivers no more than one wall reminder per day and a maximum of 10 wall reminders in total.
The Four Seasons has 137,000 likes on Facebook.
The Spark on Four Seasons Magazine includes additional romantic content, such as information about aphrodisiacs from around the world, sample questions to spark conversations, and quizzes to help users discover the ideal destination for their next trip. They can also book getaways from Four Seasons Magazine, as well as from the Countdown to Romance app.
While posting romantic photos on Instagram, guests are encouraged to use the hashtag #IgniteTheSpark. Yukich says the brand surprised 14 Instagram users with a $200 Four Seasons gift cards as a result.
In addition to the main Four Seasons Twitter handle, @FourSeasons, which has 52,000 followers, specific Four Seasons properties - from Boston to Bali - are tweeting about the campaign with #IgnitetheSpark.
The campaign also includes an Ignite the Spark Pinterest board, which provides inspirational destinations and experiences. What's more, when a couple books a room through the promotion, Four Seasons properties have conversation starter cards to hand out.
In addition to a weddings-specific initiative earlier this year, Yukich says the Four Seasons is in the midst of another promotion, Around the World on a Private Jet with Rachelle Lucas, who will be flying around the world for 22 days and reporting in real time. At the end of October, Four Seasons will launch its Four Seasons food blog, Taste. And the hotel and resort brand also has ongoing digital efforts for new openings, recently finishing up an Uncover Toronto Instagram contest for the Grand Opening of the Four Seasons Toronto.
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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