Four Seasons effort tastes great to public, media, and bloggers

Four Seasons Hotels and Resorts launched a new digital culinary platform, Taste, to highlight its food and beverage properties.

Client
Four Seasons Hotels and Resorts (Toronto, Ontario)
Agency
Bullfrog & Baum (New York, NY)
Campaign
Virtual Cocktail Class
Duration
November 2012-February 2013
Budget
$12,000

Four Seasons Hotels and Resorts launched a new digital culinary platform, Taste, to highlight its food and beverage properties.

Strategy
Bullfrog & Baum launched the Virtual Cocktail Class campaign to put Taste mixology in front of key media and drive interest in the Four Season's newest brand. 

Tactics
The live digital event was streamed on a privately hosted page through Taste for invitation-only media.

Mixologists from three Four Seasons properties used liquor sponsor Jim Beam's Knob Creek Rye Whiskey to create Valentine's Day cocktails. Participating properties included Four Seasons Baltimore, St. Louis, and Washington, DC.

Prior to the virtual event, targeted media received Taste packages with ingredients and press kits. Attendees were encouraged to use the live chat feature for direct interaction with Taste mixologists. Footage and interviews were edited for social media channels and media contacts using #FSTaste. Recipes were posted to the Taste website.

Results
Elizabeth Pizzinato, Four Seasons Hotels and Resorts SVP and head of global brand comms, says, “The class generated a tremendous positive response, so much so that media have become advocates for the Taste site, linking to it in content they created, helping to drive consumer traffic, and increasing awareness.”

Participating media outlets included The Baltimore Sun, Epicurious, Shape.com, The Huffington Post, and The Daily Meal.

Future
Plans are in place to extend the Virtual Cocktail Class private media event to consumers before the end of the year, providing attendees with detailed grocery lists and recipes.

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