Four Seasons | Digital Marketing Strategy

Brand

Four Seasons Hotel des Bergues – as part of Pauline’s tenure as Social Media and Public Relations Manager at the hotel

Main goal

To increase visibility for the hotel and its outlets (3 restaurants and the spa) with the aim of generating leads

Work

Public Relations

Contribution to the development of a public relations strategy
Building relationships with local and international media
Updating the PR contact list
Managing influencer and journalist inquiries
Negotiating deliverables and handling contracts
Coordinating collaborations with agencies, journalists, and influencers
Organizing press visits in collaboration with internal departments
Monitoring deliverables and press clippings

Social Media

Developing and executing a social media strategy
Managing editorial calendars and publishing content (Instagram, Facebook, and Twitter)
Community management
Identifying user-generated content (UGC)

Photoshoots

Organizing photoshoots: brainstorming, creating mood boards, selecting teams (photographers, videographers, makeup artists, models, hairstylists, stylists)
Coordinating shoots with internal teams and agencies
Managing contracts for models and creative teams
Supervising and providing artistic direction on the shoot day
Overseeing the digitization and storage of photos and videos on internal platforms

Content Creation

Ideation, production, and editing of photo and video content
Writing copy for social media and other marketing materials
Creating marketing materials on Canva (flyers, brochures, GIFs, Instagram stories)
Coordinating the creation of marketing materials with agencies
Proofreading press releases and other materials in French and English

Other Marketing Responsibilities

SEO optimization and regular website updates in collaboration with an agency
Managing e-reputation (Google, TripAdvisor, Booking.com)
Activating marketing campaigns from Four Seasons headquarters
Coordinating with external partners to deliver unique customer experiences
Producing monthly and annual reports on marketing efforts

Results overview

Public Relations

successful collaborations with international and local influencers and journalists

Social media

%

impressions across all social media channels (Instagram, Facebook & X) in 12 months

Instagram

Curated and balanced the Instagram feed to ensure equal representation of each hotel outlet (the rooftop restaurant, Michelin-star restaurant, bar restaurant, and spa), maintaining variety and consistency while highlighting key updates in a visually cohesive manner throughout the seasons.

Optimised story highlights to effectively showcase each outlet, providing clear, concise information and compelling calls-to-action (CTAs).

Utilised Linktree to streamline the user experience, making key links easily accessible from the Instagram bio and ensuring seamless navigation to the hotel’s website.