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The Four Seasons Private Jet flying above the clouds

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Four Seasons

Travelers pick Four Seasons Hotels and Resorts for more than a hotel room. It’s about peerless luxury experiences that fuel brand love at every turn, on every channel, from the moment trip planning begins. 

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Challenge

Four Seasons wanted to fuel brand love across every customer touch point, mirroring its luxury offerings across branded content and digital experiences.

Solution

Pace elevated the Four Seasons experience across the brand’s property websites, booking portals, email, video and social platforms, and through direct management of the award-winning Four Seasons Magazine.

Results

Four Seasons has seen booking rates triple for travel experiences Pace promoted through content. The brand also saw a 43% boost in organic bookings among travelers who read the magazine.

Four Seasons Magazines, featuring a cover photo of a girl handing a gift box to bridled horses

Bringing luxury travel into focus

Across our 16-year engagement with Four Seasons, we’ve led campaigns to promote numerous specialty travel experiences like the Four Seasons Private Jet. Seeing is believing for exclusive offerings like this one. So we created a storytelling package that brought the experience to life. 

We drove a surge in new bookings by sending an influential travel journalist and filmmaker to document what the Private Jet is like. We also created a dedicated campaign landing page, supporting video assets across web and social channels, and marketing emails to fuel consideration and increase direct bookings.

Four Seasons digital magazine shown on mobile device
Four Seasons social media images on mobile devices

Engaging adventurers during the booking experience

To support the global Four Seasons portfolio, we manage creative production and website content for over 130 brand properties. Our teams process thousands of content creation and revision tickets each month, juggling more than 18,000 total pages of content. 

The Four Seasons booking site on a tablet

Bringing luxury content into the hotel room

Our team has spent more than 15 years publishing Four Seasons Magazine and creating all magazine content (art and editorial). We also developed and continue to manage the digital iteration of the magazine.

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NCRLA

Everyone loves a good vacation, a day trip or just a meal they didn’t have to cook. But it takes a throng of dedicated hospitality workers to bring the perfect excursion to life. As the state of North Carolina struggled to fill these many roles, we helped the North Carolina Restaurant & Lodging Association (NCRLA) confront stereotypes, shift perceptions and invigorate the hospitality industry through a new integrated campaign.

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Challenge

Candidates weren’t flocking to hospitality jobs in North Carolina. The state’s hospitality industry faced a shortage of over 50,000 workers, even as thousands looked for jobs in the region.

Solution

We connected with hospitality employees to rebuild it from the inside out, developing a story-focused campaign (Serving Careers) that highlighted the industry’s unique appeal.

Results

Our Serving Careers campaign website attracted over 600,000 visitors within just six months. It also drove candidates to start 687,000 job applications, with application start rates topping Indeed’s benchmark by 176%.

NCRLA website on multiple tablets

Aligning campaign execution with audience insights

We began by interviewing hundreds of hospitality workers across the state. These interviews uncovered compelling stories to share on all channels. They also steered our campaign in line with real audience experiences.

Our subsequent strategy centered on the hopes and habits of actual candidates:

  • Candidate behavior informed our media outputs and creative optimization.
  • Candidate career aspirations informed our messaging.
  • Candidate job board habits informed our Indeed interface (custom-developed for this program).
NCRLA website on multiple mobile phones
NCRLA sign up form on a tablet and mobile phone

Fueling action on every NCRLA channel

Our integrated Serving Careers campaign made use of nearly every marketing channel. Whether on streaming TV, out-of-home, banner ads, social media, job boards or any other format, we drove qualified job-hunters directly to listings on Indeed.com.

For candidates who needed more resources before starting an application, we developed a holistic new website. The website provided:

  • Indeed.com interface for direct applications after viewing site content
  • Hospitality career success stories
  • Industry myth-busters
  • An interactive quiz to uncover your hospitality job fit
  • Training opportunities
NCRLA billboard ad

Amplifying real stories for real impact

Ultimately, the hospitality industry needed to get back in touch with its strengths to increase its appeal and drive people to consider new careers. Our storytelling focus for NCRLA shed light on the relevant, concrete employment journeys workers take in the industry—as well as the viable short- and long-term career options available.

The NCRLA website on a laptop
Screenshots of NCRLA Now Hiring content

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Two hands holding a smartphone with the Verizon logo displayed on the screen

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Verizon

How can a nationally recognized wireless provider like Verizon change consumer perception that it’s just another utility brand? By sharing stories that demonstrate how consumers can use the technology it provides to enhance family life.

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Challenge

Verizon is globally recognized, but primarily as a wireless provider. The company wanted to shift consumer perception and engage audiences more authentically and organically to fuel growth.

Solution

To help position Verizon as a technology solutions leader, we developed a new content platform addressing parents’ pressing concerns about phone and internet use. Our work included a new content strategy, user experience and journey mapping, and ownable content (including influencer, paid social, organic social and website).

Results

Verizon saw a 10% surge in B2C sales influenced by the new content programs. In addition, the brand’s site engagement rates doubled, web traffic increased by 30% year over year and 33% of product page visitors downloaded gated content.

Verizon magazine spreads

Inspiring trust and brand affinity by addressing technology questions

Verizon had the opportunity to demonstrate that it understands the critical role technology plays at home—and how that role changes with each life stage. With an omnichannel content strategy, we connected with consumers wherever they were to provide relevant content on topics important to parents.

Verizon digital wellness content displayed on a computer monitor
Verizon "my plan" parenting guides

Telling the stories parents want to read

Need to find the best VR headset for your teen? Want to learn how gaming can help build resilience in kids? Or interested in understanding the connection between screen time and sleep? You’ll find it all in Parenting in a Digital World, a resource we created to offer curated topic- and age-based content for parents.

  • Reinforced the omnichannel strategy by aligning paid and organic social campaigns with on-site promos
  • Used storytelling to build ownable moments that demonstrate how Verizon understands the concerns parents have about technology use at home
  • Strengthened a sense of affinity and community with a gated landing page and downloadable e-book
Animated Consumer Connections Report 2024 featuring consumer trends data and statistics

Meeting audiences where they are

We also identified strategic ways to connect with audiences outside the core program website. To this end, we launched and managed influencer programs, a push notification initiative and multiple digital wellness campaigns. We combined geotargeting with media placements across YouTube, Spotify, streaming TV, broadcast TV and radio to drive thousands of new visits to Verizon’s content.

Verizon plan brochures

Long-term loyalty

What started as a six-month project has expanded into a partnership spanning several years. Verizon’s content program has grown as well. To match that growth, we developed an entirely new site structure and experience.

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A woman with her dog overlooking a canyon

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AAA

Travel deals can attract AAA members and lead them to new destinations. But it takes great storytelling to make the journey unforgettable.

Challenge

AAA offers its members much more than just roadside assistance. The brand sought to reframe perceptions and become more of a travel thought leader, shifting members’ focus from travel information to travel inspiration.

Solution

Pace charted the course with a series of travel campaigns, an evolution into more digital channels, a plethora of new content and a story-focused paradigm at every stage of the member journey.

Results

Our work helped AAA social channels reach doubled engagement rates and drove a 4x increase in organic traffic to the website. It also earned an 81% uptick YOY in AAA members engaging with marketing emails and a 43% boost in ROAS for cross-sell efforts.

AAA homepage featuring an information inquiry form on a laptop screen

Going digital

In addition to managing the AAA Living magazine, we helped push the brand toward a digital-first ecosystem. Our work spanned new social content series across nine AAA handles, creation and activation of interactive content, robust landing page development and a holistic refresh of AAA’s approach to SEO.

AAA Living printed magazine, opened up to a travel article
AAA Living digital article on a smartphone screen

Fueling adventure through content

Planning the trip should be as fun as taking it. We helped AAA capture members’ hearts with inspirational stories, practical advice and specific itineraries to use. Then we followed with resources members could use to save on and enjoy their vacations. Our remit included:

  • Content strategy and development
  • Travel campaigns and local travel content
  • Print and digital magazines versioned for each member state
  • A social and video series that inspired members to plan new trips
  • Robust program analytics that aided in optimizing the content strategy
AAA travel content on a tablet

Turning email burnout into a breakout AAA experience

AAA members were being bombarded with emails from myriad lines of business. We overhauled the entire email program, lightening the load on members and driving a 19% increase in email-attributed revenue. Efforts included:

  • Taking over program execution and ongoing optimization
  • Leveraging member data to inform messaging and cadence for emails
  • Developing net new email templates built on best practices
  • Building a win-back campaign for unengaged members
AAA Living magazine covers featuring people in hiking and camping gear

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Brighthouse Financial

To fuel engagement and conversion, financial advisors need to simplify complex financial topics. Brighthouse Financial (BHF) had a strong solution to share. It just needed simpler ways to reach core audiences of financial professionals and consumers alike.

Challenge

BHF had a strong offering of life insurance and annuities but a challenging message to convey. Even financial advisors needed more education to grasp the value BHF offers.

Solution

Pace developed thought leadership, paid and organic social content, emails, and a customer storytelling program strategy to simplify the message and connect more intentionally with core audiences.

Results

The program generated millions of impressions and more than twice the leads benchmarked. Even more importantly, it surpassed sales contribution goals by over 3x.

Brighthouse Financial social media content on multiple smartphone screens

Simplifying the complicated 

Because many of BHF’s annuity products must be sold by third-party financial professionals, the customer journey from general product awareness to conversion is particularly complex. Competing brands tried to make the path more straightforward by explaining how specific financial products worked. Pace developed a content program that highlights the wider benefits of annuities instead, showing how they could help financial professionals meet their clients’ goals.

Brighthouse Financial thought leadership content on a laptop screen
Brighthouse Financial thought leadership content on a computer monitor

Connecting through varied touchpoints 

Pace’s team developed a multichannel content strategy to get more traction with core audiences. This program spanned:

  • Thought leadership for professionals and consumers
  • Paid and organic social media that centered on connecting consumers and other financial professionals to the content hub
  • Member storytelling to show the value of seemingly complicated financial products
  • FAQs, dictionaries of important terms and other unique content types
Brighthouse Financial videos on a laptop screen

Engaging through educational content 

We also developed a series of videos that bring a human voice to complex topics. These videos, both for web and social formats, address some of the big questions members should be thinking about when selecting financial products.

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A NewYork Presybterian physician sits with a young man by a window

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NewYork-Presbyterian

Both brand and demand were top of mind for NewYork-Presbyterian (NYP). NYP engaged Pace to expand its national recognition and fuel brand love among clinicians, donors and patients.

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Challenge

NYP tasked Pace to help with three key goals: 

1. Influence new consumers to join the NYP network 

2. Build emotional connections to new and returning members of the network 

3. Increase the medical center’s industry authority.

Solution

Pace helped NYP elevate its reputation and fuel brand love through a new content hub and numerous brand storytelling initiatives for both professional and consumer audiences.

Results

The new content hub drove a 10x increase in organic search traffic within one year, and inbound traffic quickly grew to account for 38% of all donations NYP received. NYP has also been consistently ranked among the top 20 hospitals by U.S. News & World Report since this program began.

NewYork Presbyterian social media content on multiple smart phone screens

Fusing SEO and storytelling in a new content hub

Pace designed, developed and launched a new content experience called Health Matters. This new content hub carefully integrated our storytelling expertise, clinical accuracy and a scalpel-sharp focus on technical SEO. 

Our content strategy, editorial approach and creative execution differentiated NYP from competing health systems while rigorously meeting compliance requirements. We also created content for each audience segment and end goal. With stories spanning patient empowerment, health literacy, medical innovation and other audience-specific interests, we met visitors wherever they were in their healthcare journey. 

NewYork Presbyterian social media content on multiple smartphone screens
NewYork Presbyterian website on a laptop screen

Retaining audiences through email marketing

To encourage return visits to the new content hub, Pace created a new email newsletter. This monthly newsletter shared recent stories we’d published and drove massive increases in web traffic. Over 50% of email users engaged with multiple pieces of NYP content following the initial click. Email traffic also fueled the website’s top three lifetime peaks in traffic.

NewYork Presbyterian articles on multiple laptop screens

Supplementing articles with video and social content

In addition to short- and long-form editorial content, we developed a robust library of videos and social-first assets. Our use of carousels, animations, and both patient and clinician storytelling video played a key role with consumer audiences, in particular, netting a 20% increase in follow-up content engagements.

NewYork Presbyterian social media content on a smartphone screen
NewYork Presbyterian article content on a laptop and a smartphone

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Truist

With the merger of BB&T and SunTrust, the newly merged Truist became one of the country’s biggest banks. However, consumer and professional audiences needed to be informed about this new brand and its mission.

Challenge

Truist needed to establish its presence quickly. This required authentic, scalable ways to amplify its new message and purpose.

Solution

Pace led a comprehensive brand relaunch, including a robust content strategy that brought the brand mission to life. Most importantly, we helped Truist show its unique commitment as a bank founded on care.

Results

Programs to date have earned over 100M impressions. Pace-managed social handles have grown their followings by 4x, and our work has driven content subscriptions up as much as 2,000% in a single year.

Truist stories landing page, showing Truist workers in their community

Reaching across the company 

Following the merger, Pace developed journey maps, content strategies, customer storytelling programs and thought leadership initiatives to support nine unique lines of business. We also produced a plethora of content for each.

A Truist form
Truist's Leadership Institute Magazine
Truist educational content on a set of phone screens
Truist thought leadership on a pair of phones
Truist financial wellness content on a laptop
Truist's Money and Mindset podcast on a laptop

Engaging across diverse Truist channels

To reach its multifaceted audience, Truist needed a broad content ecosystem. Pace fueled awareness, action and brand love across the board by:

  • Developing multiple new content hubs 
  • Managing paid and organic social across numerous handles 
  • Creating internal and external email newsletters 
  • Producing short- and long-form editorial 
  • Launching several video story series 
  • Creating enhanced new annual reports 
  • Redesigning the website for the associated Truist Leadership Institute 
Truist financial and wellness content on a computer monitor

Creating “finfluencers” and brand advocates

Truist’s core message was that it cared about its customers. Our team discovered a huge opportunity to bring this message to life through the voices of Truist’s own employees. 

We developed employee storytelling packages, executive social media programs and multiple branded podcasts hosted by Truist employees. At every touch point, current and prospective clients found human voices sharing the brand story in authentic, influential ways.

Truist's Money and Mindset podcast on a tablet
Truist's Money and Mindset podcast on a laptop
Screenshots of Truist's Money and Mindset podcast

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A can of Pepsi zero sugar with the full Pepsi logo displayed

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PepsiCo

How did a global food and beverage company competing for top-tier talent win the recruiting game? By leveraging the PepsiCo swagger factor, we highlighted that the people behind the brand are just as cool and dynamic as the brand itself.

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Challenge

PepsiCo was struggling with recruitment, often losing out to companies in Silicon Valley that were also trying to hire top talent with backgrounds in science, technology, engineering and math (known best as STEM). The brand needed to change the narrative to show how PepsiCo is an innovator with a far-reaching portfolio.

Solution

We helped to reposition the organization by finding interesting stories to tell and then sharing those narratives through an immersive digital experience.

Results

The click-through rate on job postings increased by 2.5% above the industry average. PepsiCo also saw a 20% increase in the time website visitors spent on the new Careers site. Our work also led to a relaunch of the PepsiCo Careers site and a partnership with the global team to redesign PepsiCo.com.

PepsiCo Careers site on a computer monitor

Matching the message to the medium

PepsiCo had interesting stories to tell—they just had to be crafted and shared the right way. We used several storytelling formats that aligned the audience with the right channel. For example, we crafted stories for the content hub, Careers microsite, social media and the corporate website.

Screenshots of PepsiCo Careers content

Executing on a global scale

Pace managed the content strategy, UX and development of the new Stories site, as well as story creation and activation. Our task was to:

  • Craft a cohesive strategy to woo employees across the globe 
  • Find the right brand stories to tell 
  • Use storytelling to build ownable moments about products, people and solutions  
  • Build an immersive digital experience—making the medium for our stories match the message of PepsiCo’s vibrant identity 
  • Change the narrative, showing PepsiCo’s position as an innovator with a wide-reaching portfolio
PepsiCo Careers social media content on multiple cell phone screens
PepsiCo Careers website and content shown on a cell phone and laptop

Relaunching the microsite

After great success with our initial engagement, PepsiCo asked us to relaunch the Careers site. We also partnered with the global team to redesign PepsiCo.com.

PepsiCo.com on a laptop screen

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