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News • St. Petersburg • Russia • 2012-09-19

Select the country and object's type Live on Facebook, a viable new trend in luxury hotel openings?

The Four Seasons St Petersburg hotel has been releasing on Facebook, on a regular basis, images which otherwise would seem inappropriate for a travel website or a blogger – images of staff carrying PCs from a truck inside the hotel, images of various staff working ”behind the scenes” and images ”meet our General Manager”. These posts would sensibly alternate with posts from two other categories – photos of the historical landmarks of St Petersburg (including details on architecture and history) and photos of the hotel. To create lasting impressions and to make readers come back regularly to the Facebook page, the hotel would also post non artistic photos of architectural details within the hotel, highlighting the beautiful restorations of the palace building the hotel is housed in.

I realized the digital strategy of the Four Seasons St Petersburg reflects the very core essence of the Four Seasons Hotels brand, conceived by its Founder Isadore Sharp, as a welcoming, understated luxury. This seems even smarter considering the Four Seasons St Petersburg occupies a heritage palace building, which, to many, could seem intimidating or even over the top. The team at the Four Seasons St Petersburg perfectly understood that Facebook can be an essential tool in creating awareness but most important, engaging with potential and aspirational guests.

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