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Four Seasons debuts new branding

Four Seasons Hotels and Resorts has begun a branding initiative called “Luxury Is Our Love Language.” According to the company, the new branding is intended to communicate its “personalized, genuine care” through the personal stories of real consumers. The initiative was developed by Le Truc of New York, a subsidiary of Publicis Groupe. Other agencies participating in the initiative are Starcom, Publicis Canada and Hawkeye Canada. New creative will be released promoting the company’s various divisions, including its hotels, resorts, restaurants, bars, residential properties, retail properties and private jet service, over the next year. Online video, social media content and digital out-of-home advertising will begin Aug. 29.

“The future of luxury will be driven by data and insights and defined by human connection and imagination,” said Marc Speichert, chief commercial officer at Four Seasons. “‘Luxury Is Our Love Language’ is the embodiment of this vision and an authentic articulation of our values as we continue to evolve and express our brand in new ways. It is a bold creative platform based on our belief that true luxury shouldn't be impersonal or rigid. Rather, it's about creating a meaningful sense of belonging through acts of unscripted care and the simple elegance of empathy.”

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