TORONTO — Four Seasons Hotels and Resorts has launched Envoy by Four Seasons with the goal of inviting world-class creators to share their perspective and stories about the unique and curated experiences Four Seasons offers.
“We believe that content quality is the new measure of value in the realm of influencer marketing,” says Peter Nowlan, Chief Marketing Officer at Four Seasons. “Numbers still matter, so of course we will continue to engage top influencers whose breadth and depth of reach aligns with our goals. However, we are also keen to work with storytellers whose original, high quality content can immerse our audiences in the world of Four Seasons in new and compelling ways.”
Through the program, Four Seasons will work with four to six “envoys” annually. Chosen influencers will then work with Four Seasons to choose a destination and related Four Seasons experiences to highlight, which will be shared via the envoy’s preferred forms of creative expression and across their own social media channels, as well as Four Seasons brand channels.
To ensure that envoys are able to remain focused on their experience and their work, Four Seasons will fund the entire journey and creative process, collaborating with Muse Storytelling — a five-time Emmy Award-winning storytelling and film studio — to capture and share the envoy’s experiences.
Through this initiative, the company seeks to meaningfully engage with its nearly 10-million global followers and beyond in order to bring the Four Seasons experience to life through words, pictures, videos and other forms of compelling storytelling.
“Our hope is that beyond the beautiful beach shots and picture-perfect foodie images, we will uncover fresh points of view and new ways to tell authentic stories — through video, photography, art, music, poetry, prose or whatever artistic expression our envoy partners are inspired to use,” explains Sarah Tuite, senior director, Corporate Public Relations at Four Seasons. “We are excited to continue to work with those influencers who are already Four Seasons enthusiasts, as well as discover an untapped pool of talented storytellers through Envoy.”
To launch the program, Four Seasons worked with spoken word artist Marshall Davis Jones, who created a spoken word poem, inspired by a stay in Hawaii at Four Seasons Resort Hualalai.