NEW YORK—Fairmont Accommodations & Resorts shared its new international model marketing campaign, “Make Particular Occur.” Paying homage to the model’s heritage, the inventive tells the story of the build-up to a celebration, capturing how Fairmont colleagues and visitors come collectively to “Make Particular Occur.”
Developed by King & Companions, the brand new marketing campaign was directed by filmmaker Jean Claude Thibaut and shot at Fairmont Royal York in Toronto. Stylistically, the inventive evokes a traditional movie, a tribute to a bygone period, the place the North American spirit of journey on which Fairmont was based is reimagined for as we speak. It was impressed by the model’s heritage of internet hosting events, from the signing of the United Nations Constitution in San Francisco, to Truman Capote’s Black and White Ball in New York Metropolis, to John Lennon and Yoko Ono’s “mattress in for peace” in Montreal. The inventive group was tasked with constructing upon this legacy to set the stage for celebratory moments at Fairmont, trying to a few of the extra trendy design inns that form the skyline of the locations they reside in.
“In creating this marketing campaign, I drew inspiration from Fairmont’s unbelievable heritage, with explicit affect from the attract of the Truman Capote period. The main target was on capturing the essence of celebration, friendship, and togetherness—values which have at all times been on the coronary heart of the Fairmont expertise,” mentioned Thibaut. “Via each the movie and imagery, I sought to evoke the enjoyment of gathering, with Fairmont because the unbelievable backdrop, at all times there to assist and elevate particular moments. It’s been an unbelievable mission to be part of, and I’m excited to see it come to life.”
Via a mixture of movie and stills, the art work follows a solid of characters via a sequence of intriguing moments main as much as a celebration. The viewers follows alongside as “The Celebrationist” pens her invitations, handing them over to “The Porter.” He glides via the corridors of the resort at hand ship to “The Linksman,” often came upon on the hyperlinks or out in town; “The Wellness Fanatic,” whose favourite locations are in a fitness center or on the dance flooring; “The Muse & Her Makers,” a household whose travels have taken them all around the world, at all times with their canine; and “The Legends in Leisure,” nonetheless as in love because the day they met, and at all times prepared for an evening of cocktails and journey. When it’s time to “Make Particular Occur,” visitor Tom Wolfe, chief concierge and director of heritage on the flagship Fairmont San Francisco, seems.
“Make Particular Occur isn’t only a marketing campaign; it’s a part of our model DNA and is the sentiment we make our visitors really feel. Fairmont inns are social epicenters that mix real encounters with the guts of the motion, creating vibrant areas the place communities collect. Events are celebrated, milestones are marked, and historical past is made each day at our 92 properties in 30 nations globally,” mentioned Omer Acar, CEO, Fairmont Raffles. “Bringing to life our first new international model marketing campaign in a few years marks one other particular, history-making second. ‘Make Particular Occur’ reaffirms Fairmont’s core id and what units it aside in a approach that reaches a brand new and discerning viewers.”
Upon launch, the marketing campaign will leverage a mix of nonetheless imagery alongside video exhibiting the Fairmont movie. A 360-degree paid media plan comprising international print, on-line, and social titles is being activated in two phases, commencing Might-July after which September-October, when all owned, earned, and paid media channels shall be totally dwell. Key areas for the marketing campaign embody North America, Canada, Asia, the Center East, and Europe, with a selected give attention to nationwide, journey,l and life-style publications in these markets.
Although the primary iteration of the marketing campaign focuses on a celebration, it was necessary for Fairmont to show that making particular occur isn’t nearly galas and occasions, nevertheless it’s additionally about making each second of each day particular in its personal approach. The model is bringing this to life within the inns with the concurrent launch of “Particular Occurs…,” a group of choices that immerse a visitor or native into their very own expertise:
- Particular Occurs… After Darkish: A sequence of nocturnal fetes and adventures, corresponding to entry to the spa after hours for a wellness ritual below the celebs at Fairmont Sonoma Mission Inn & Spa or Fairmont Austin, or an “anyplace dinner” on the grounds of Fairmont Royal Palm Marrakesh.
- Particular Occurs… Within the Wild: Experiences if nature, corresponding to Fairmont Empress’ afternoon tea on the seashore, in a rain forest, or on the foot of a waterfall; or taking a seaplane from Fairmont Chateau Whistler to do guided yoga and meditation below a waterfall.
- Particular Occurs… Across the Desk: Embracing mixology and eating, from enjoying chocolatier for a day, crafting a chocolate bar with Fairmont Orchid, to collaborating within the Hawaiian artwork of imu cooking, from a personal foraging expertise to all-day roasting in an underground oven with Fairmont Kea Lani.
- Particular Occurs… Within the Highlight: A tapestry of moments impressed by the humanities, tradition, music and efficiency, from being welcomed into the house of a neighborhood chef or artisan to be taught a craft that has been handed down for generations with Fairmont Jaipur, to a go to to the non-public dwelling of Claude Nobs, famed founding father of the Montreux Jazz Competition, not usually open to the general public, organized by Fairmont Le Montreux Palace.
Fairmont will proceed so as to add new experiences to the gathering all through 2025.
