How Four Seasons uses digital content to target affluent travelers
Geoffrey PrecourtWarc
Elizabeth Pizzinato, SVP/marketing and communications at Four Seasons Hotels, can pinpoint the exact moment that the Toronto-based organization changed its marketing direction:
"The first time that somebody complained to us in 140 characters and Tweeted that their coffee was cold, instead of calling downstairs and talking to a human being, we knew we needed to change the way we talk to our consumers," she told the Interactive Advertising Bureau's (IAB) third-annual Innovation Days conference in New York. "We knew that we were facing a new reality."...