TORONTO — Fairmont Hotels & Resorts has launched an exciting new global campaign, placing significant emphasis on the Canadian market. The initiative, titled ‘Fairmont Presents: Make Special Happen’, showcases the brand’s storied history of hosting legendary events, including Truman Capote’s Black and White Ball in New York City and John Lennon and Yoko Ono’s famous ‘bed in for peace’ in Montreal.
The campaign features a captivating nearly minute-long film, beautifully crafted by award-winning filmmaker Jean Claude Thibaut. Shot at the iconic Fairmont Royal York in Toronto, the film follows a vibrant cast through a sequence of joyous moments, culminating in a memorable celebration. This visual narrative is designed to evoke emotions associated with special occasions and memorable gatherings.
Claudia Kozma Kaplan
Campaign Details and Global Reach
To maximize its reach, the campaign utilizes a blend of video, captivating still imagery, and global print and digital ads across key regions such as North America, Canada, Asia, the Middle East, and Europe. Fairmont’s Chief Brand Officer, Claudia Kozma Kaplan, emphasizes that Canada, along with the U.S., the U.K., and the United Arab Emirates, represents a significant market focus.
Understanding Canada’s Unique Role
Kozma Kaplan points out that Canada is not merely an important market but is indeed foundational to the Fairmont brand. With properties like Fairmont Chateau Lake Louise, Fairmont Jasper Park Lodge, and Fairmont Banff Springs, the brand has played host to many celebrities, dignitaries, and royal families throughout its history.
“Canada remains one of our strongest markets, both in terms of heritage and growth,” says Kozma Kaplan. “Our Canadian hotels are busier than ever, and interestingly, our Rockies hotels were originally built as grand railway hotels to attract affluent travelers to the stunning Canadian wilderness.” These historic hotels have witnessed significant evolution in Western Canada while actively shaping its cultural landscape.
The Enduring Appeal of Fairmont
As renowned railway magnate William Cornelius Van Home famously stated, “If we cannot export the scenery, we shall import the tourists.” This ethos captures the essence of Fairmont’s iconic properties situated in the breathtaking landscapes of the Canadian Rockies. Here, world-class hospitality merges seamlessly with some of the most stunning vistas on the planet, offering guests an unparalleled experience.
