Fairmont Hotels & Resorts is paying homage to its historic past in its latest global brand campaign.
“Make Special Happen” evokes the refined elegance of a bygone era with references to Truman Capote’s masquerade balls and John Lennon and Yoko Ono’s bed in for peace demonstrations.
The hero spot, created by Manhattan-based agency King & Partners, focuses on the excitement created when guests receive invitations to such special events at Fairmont locations.
“’Make Special Happen’ isn’t just a campaign, it’s part of our brand DNA and is the sentiment we make our guests feel,” Fairmont Raffles CEO Omer Acar said in a news release. “Fairmont hotels are social epicenters that blend genuine encounters with the heart of the action, creating vibrant spaces where communities gather. Occasions are celebrated, milestones are marked and history is made every day at our 94 properties in 30 countries globally.”
“Make Special Happen” leverages still imagery alongside the Fairmont hero film.
A 360-degree paid-media plan that includes print, online and social titles is being activated in two phases from May through July and September through October.
Key regions for the campaign include Canada, the U.S., Mexico, Asia, the Middle East and Europe with a focus in national travel and lifestyle publications. The media buy was handled by Fairmont internally and Pomp & Circumstance provided PR support.
“Make Special Happen” events at Fairmont Hotel Vancouver, Chateau Whistler and the Royal York in Toronto will feature detective mystery parties, gourmet dining, high teas, seaplane yoga tours and wine tastings.
