TORONTO: Four Seasons Hotels and Resorts has selected Zeno Group as its US PR AOR after a review.
The company held the agency search to find a firm that was more social media savvy than incumbent PRCo USA, which it had worked with since 2004, said Sorya Gaulin, director of global corporate PR and social media at Four Seasons. She added that the company still works with PRCo in London, Munich, France, Moscow, and Milan.
Gaulin said Four Seasons selected Zeno because of the firm's experience with both traditional and social media. She added that five agencies participated in the review, but she declined to name them.
“In partnering with Zeno, we are hoping to continue the dialogue we've had with the guest for 50 years, where they choose to communicate and also engage with them in a much less linear fashion,” she explained. “So it's not just about the day they arrive at our hotels and they day they leave.”
In addition to handling PR and social media in the US, Gaulin said Zeno will work on “brand-level campaigns,” develop social media strategies, and create toolkits for the company's hotels around the world.
Zeno's Chicago office will manage the account, with help from staffers in Los Angeles, New York, and Toronto, said Tracey Thiele, EVP of digital at Zeno.
She said Zeno will focus on US media relations, corporate and brand PR, and brand communications campaigns for Four Seasons. She added that the firm is working on a wedding-focused campaign that the company will launch soon.
A PRCo representative could not be immediately reached for comment.