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Case Study: Four Seasons
LifestyleSituation Four Seasons Hotels and Resorts is one of the world's most admired brands. Known for consistently delivering the ultimate customer service experience, the company was unaccustomed to being misunderstood in the marketplace. But this was exactly the case with Four Seasons Residence Clubs, the company's luxury timeshare vacation homes division. Objective The division was already in the throes of a major rebranding effort when Zeesman Communications was brought on board. Our mandate was to separate the Residence Clubs brand visually from the Hotels and Resorts and re-envision the design of the collateral system so that it more powerfully evoked the concept of "home." Challenges Decentralizing the Process Based in Canada, Four Seasons preferred to centralize all of its marketing and design work through its agency of record in Toronto. The problem was that work for the Residence Clubs often took a backseat to the much larger and higher priority Hotels and Resorts entity. It was incumbent on us to show that this new less-centralized model could be an effective solution for the company's smaller divisions. Controlling the Outcome Centralization was about more than just the process. It was about control. So while it was important that the ideas behind all of our designs be both strategic and creative, it was also absolutely essential that they spring from a deep understanding of the Four Seasons brand and uphold the company's reputation for uncompromising quality. Approach Start With the Owner Experience Existing owners are a crucial ingredient in the success of Four Seasons Residence Clubs. Not only have they already demonstrated a preference for the Four Seasons brand, they are also likely buyers of additional timeshares at other properties. It was critical that owners never feel taken for granted. Every piece of communication had to support the quality of life decision that they had made and reinforce the uniqueness of the premier vacation home experience that they had chosen. Everything Should Subtly Sell Buying with Four Seasons is not just an investment decision; it's first and foremost a lifestyle choice. It is an extension of a standard of living and circle of friends the owner either desires or already enjoys, which makes Residence Clubs owners a particularly rich source of highly desirable referrals. Because of this, we assumed that potential Four Seasons buyers would also likely see the owner materials we created. Execution We began by rethinking the look and feel of the owner collateral, from uncoated paper stocks and font choices, to a photographic style focused less on vacation settings and more on details and textures. The intention was to stay focused on keeping the materials as experiential as possible. Our first project - the Owners Book - was designed as premier gift for those who had already purchased with Four Seasons. As a book they would share with friends and family, it had an underlying purpose of serving as a more tangible form of viral marketing. The follow-up piece, the Owners Manual, was an information solution to what had been a disparate assortment of #10-sized brochures that would literally tumble from the leather binder that held the owner's paperwork and homeowner CC&Rs. We created a comprehensive and easily referenced system with a simplified content structure and intuitive divider system. We also designed a new section called "Planning Your Stay" that helps owners think through every aspect of their visit in advance. The company also needed a more effective referral direct mail piece, one that approached owners "the Four Seasons way." Starting with language, we completely repositioned it as a "Sponsorship Invitation." The messaging centered around creating a meaningful community, spending quality time with quality people, and sharing the benefits of Four Seasons ownership with friends and colleagues. Results The result was a radically different and integrated marketing approach that addressed content, language and design. Content was structured so that it anticipated owners' questions and ensured their stay at Four Seasons would exceed their expectations. Language was also a key consideration. Copy was mostly written in the first person and frequently referenced owner values and lifestyle aspirations. In creating a design platform, we succeeded in conveying simple elegance and exceptional quality in both thought and execution by defining an expandable palette that assigned specific colors to each property. "Exceptional," is how Laura Segall, former Four Seasons Residence Club marketing manager, describes Zeesman's work. "The Zeesman team is dedicated to excellence. They always bring superior attention to detail ... they are among the best in their business."       |
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