Four Seasons Hotels and Resorts unveiled a new multimillion-dollar ad push, which the company said is its largest media spend to date.

The “Luxury Is Our Love Language” campaign makes its debut with the rollout of several digital video spots. Each video is based on a true stay, according to Four Seasons, depicting reenactments of real-life situations in which Four Seasons staff went “above and beyond” to surprise and delight guests. 

In one spot, Four Seasons team members find multiple opportunities to incorporate a guest’s personal logo, featuring it on everything from his hotel robe to his steak. In another spot, a hotel employee delivers in-room snowballs to a family enjoying their first snow.

According to Four Seasons’ chief commercial officer Marc Speichert, the initiative aims to position Four Seasons as a “brand of luxury with genuine heart.”

In addition to digital videos, the initiative will comprise social and digital out-of-home components. The campaign will also include fashion-focused activations created in partnership with Conde Nast and Vogue as well as fashion designer Christian Siriano.

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