Fairmont Hotels & Resorts Unveils New Brand Campaign: “Make Special Happen”

Luxury hospitality brand Fairmont Hotels & Resorts has recently announced an inspiring global brand campaign named “Make Special Happen,” celebrating its centurion heritage rooted in hosting extraordinary celebrations and historic moments. This initiative is an ode to Fairmont’s legacy, inviting both guests and employees alike to partake in the artistry of creating memorable experiences.

Capturing the Essence of Celebration

The campaign tells a vivid story that chronicles the lead-up to significant events, showcasing how Fairmont’s staff and visitors collaborate to craft moments that truly stand out. With a focus on making every detail special, the imagery and narrative highlight the elegant artistry of celebration, a quintessential aspect of Fairmont’s hospitality.

A Cinematic Journey

Produced by King & Partners and directed by filmmaker Jean Claude Thibaut, the campaign’s visual style pays homage to classic cinema, resonating with the sophisticated elegance of a forgotten era. Captured at the iconic Fairmont Royal York in Toronto, the film creatively interweaves historical significance with contemporary allure, echoing the brand’s roots in North American sophistication and adventure.

Historical Inspirations

Fairmont’s illustrious history serves as a cornerstone for the campaign, drawing inspiration from monumental events such as the signing of the United Nations Charter in San Francisco and Truman Capote’s legendary Black and White Ball in New York. Such iconic moments encapsulate the luxury chain’s role in shaping not just hospitality, but also culture, across generations.

Insights from Fairmont’s Leadership

Loay Nour, the vice president of brand and marketing at Fairmont, stated that this campaign is not merely about advertising; it is about reviving the essence of hospitality for a new generation of discerning travelers. Fairmont’s hotels are envisioned as vibrant social hubs that blend genuine interaction with the vibrant pulse of their surroundings. Nour emphasized that the tradition of bringing people together to celebrate continues to live vibrantly at Fairmont properties globally.

A Touch of Nostalgia

The campaign also playfully embraces Fairmont’s long-standing connection with cinema, highlighting its role in creating joyous gatherings. Nour elaborated that the film captures the meticulous preparations, from addressing invitations by hand to the behind-the-scenes excitement among both guests and staff, culminating in that magical moment when festivities truly come alive.

The Creative Vision

Thibaut, reflecting on the creative process, noted that inspiration came from Fairmont’s rich heritage, particularly the allure of the Truman Capote era, aiming to encapsulate themes of celebration, friendship, and togetherness—principles that have always formed the heart of Fairmont’s guest experience. Through both film and photography, the campaign follows a colorful ensemble of characters, leading up to an unforgettable celebration.

Engaging Characters & Storytelling

The narrative follows a charismatic cast including “The Celebrationist,” who pens personalized invitations, “The Porter,” who symbolizes attentiveness and care, and “The Linksman” and “The Muse & Her Makers,” each portraying distinct facets of the modern guest experience. As anticipation grows for the celebratory soirée, the presence of Tom Wolfe—known as America’s first concierge—adds further intrigue, reinforcing the iconic legacy of Fairmont as a premier destination for significant occasions.

Repositioning for a Modern Audience

Targeting various discerning segments such as work escapists and event aficionados, the campaign also marks a significant repositioning of Fairmont’s brand identity. Nour noted that in a competitive luxury landscape, understanding what differentiates Fairmont is crucial. As one of the few hospitality brands with over a century of history, the campaign aims to highlight this unique legacy while remaining relevant to today’s luxury travelers.

Crafting Memorable Experiences

A core sentiment behind “Make Special Happen” is ensuring that every detail contributes to making guests feel uniquely valued. This fundamental belief is being reinforced through new service culture training aimed at empowering all Fairmont staff to create extraordinary moments. Far beyond mere accommodation, Fairmont strives to offer meaningful experiences that resonate with guests on a personal level.

A Comprehensive Marketing Strategy

The campaign is supported by an extensive marketing strategy involving global media partnerships. A two-phase media rollout will engage audiences through diverse channels across regions such as North America, Asia, and Europe, focusing on lifestyle and travel publications. This strategic approach aims to ensure that Fairmont property experiences are not only well-publicized but also resonate with potential guests.

Unique Guest Experiences

In tandem with the campaign launch, Fairmont is rolling out “Special Happens…”, a collection of exclusive offerings designed to immerse guests in unforgettable experiences. These include private after-hours spa access and curated adventures that celebrate the splendor of local surroundings.

Capturing Brand Identity

Nour reiterated the campaign’s ambition to portray Fairmont as more than just a collection of hotels—it is a place where special moments are shaped and memories crafted. This vision aligns seamlessly with Fairmont’s enduring commitment to exquisite service, ensuring that the essence of “Make Special Happen” reflects the brand’s proud history while appealing to contemporary travelers seeking exceptional hospitality.

Through this ambitious campaign, Fairmont Hotels & Resorts aims not just to celebrate its storied past, but also to lay the groundwork for a future filled with festive gatherings, meaningful engagements, and moments that will be cherished for years to come.