The vacation time that people earn at work—especially in the U.S.—goes unused to alarming degrees. In 2018, 768 million vacation days went unused in America, despite the psychological and physical benefits of taking the time to get away with the people you care about.
Four Seasons Hotels and Resorts saw this trend of all work and no play as an opportunity to encourage people to spend time with their loved ones. The campaign, “Take Your Time,” employed a full spectrum of channels and approaches but was anchored in video. The videos have earned first place in the “Video” category of PR Daily’s Content Marketing Awards.
The videos feature conversations with three individuals facing the real-life challenge of longing to spend more time connecting with their loved ones. They reflect on their lives after listening to messages from their friends and family while the walls around them come alive with projections of their memories. As the point is made that time is slipping away, a loved one enters the room for an embrace. The videos conclude with scenes of the characters reconnecting with those they love the most.
The videos were distributed through all social channels linking to the campaign landing page; a press release leaned into the messaging and drove additional traffic. After the launch, social media further amplified the message. The campaign has racked up 3.7 million social media engagements. The video content has been seen 31.7 million times.
Congratulations to Felicia Yukich, Kristen Lewarne, Cara Gresser, Timothy Dunkin, Hannah Atkins, Sarah Tuite, Brennan Holder, Margot Reilly, Stephanie Bridge, Anthony Field, Peter Nowlan and Ashley McClinton.