Four Seasons Hotels and Resorts (Toronto, Ontario)
Bullfrog & Baum (New York, NY)
Virtual Cocktail Class
November 2012-February 2013
Four Seasons Hotels and Resorts launched a new digital culinary platform, Taste, to highlight its food and beverage properties.
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.
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.
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.
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.