July 2, 2019
Event Marketing Case Study: Four Seasons Umbrellas on Call
Four Seasons Hotel Philadelphia at Comcast Center hired Cashman & Associates to build buzz, generate awareness and garner pre-opening publicity surrounding the Four Seasons’ hotel opening by executing on a surprise and delight, grassroots publicity stunt – “Umbrella’s on Call.”
On a rainy day, Cashman & Associates assisting Four Seasons Philadelphia in surprising those caught in the rain with a Four Seasons branded oversized umbrella across five (5) high-traffic areas within a 3-mile radius of the hotel.
C&A coordinated an executed on the publicity stunt from start to finish – local partner/vendor outreach, run of show and budget management, paid social influencer engagement, graphic design and public relations.
How We Did It:
Cashman & Associates and Four Seasons Hotel Philadelphia arranged for five (5) street teams of FS Philadelphia staff to distribute 1,250 umbrellas across the city. C&A facilitated a partnership with Porsche to station FS-branded Porsche vehicles outside of each umbrella distribution area, acting as an Umbrella’s on Call “Hub.” Each street team distributed 250, ensuring each umbrella gesture reflected the seamless, luxurious, “white glove” service privy to the Four Seasons brand
To spread additional messaging, each umbrella was garnished with a custom hang tag, encouraging umbrella receivers to follow and engage with The Four Seasons Philadelphia social media channels and book their first stay at the hotel
On the day of Umbrella’s on Call campaign launch, C&A curated a select group of influential social media personalities and lifestyle bloggers to promote the campaign and drive their followers to the Four Seasons’ Hotel Philadelphia’s newly launched social channels.
To capture the campaign, C&A partnered with a local video team to produce a compelling video that told the story of Umbrella’s on Call.