Four Seasons Resorts.
Copy.
Four Seasons - Global luxury in local voices
The Brief
Copy agency Minty Ink needed help with a diverse range of briefs - everything from press releases to cocktail names across the Four Seasons global portfolio - all maintaining their refined voice while meeting tight deadlines.
The Strategy (Spine)
I took personal ownership of understanding each resort's unique character and built a mental framework that let me adapt to diverse properties and content types - from the Maldives to Mexico, press releases to spa menus.
The Voice (Soul)
I'm particularly proud of how I juggled Four Seasons' standards while giving each property its own personality. One day I'd be naming a signature cocktail in Thailand, the next writing a GM's speech for a new opening - each had to sound unmistakably Four Seasons yet true to its place.
The Brand Connection (Heart)
Luxury hospitality only works when guests feel something real. Whether describing a local excursion or a new spa treatment, I wrote copy that helped people imagine themselves in the experience - not just in any five-star resort, but in this specific place.
The Impact
My versatility across different content types helped Four Seasons maintain their reputation for being both globally consistent and locally authentic.
My Role: Spa poisitoning, press release writing, web copy creation, activity and visiting master brochure and flyer development, spa, restaurant and bar copy development, speech writing, video scripts, cocktail naming.
In Action: Click the images below to read the content.
