Fairmont Hotels & Resorts The hotel group has launched its first global campaign since 2021. Although there is a luxurious backdrop, it says that the message is how guests feel during quiet everyday moments.
Fairmont has launched a new series of offerings that can be booked under the banner “Special Happens …'”. These include spa rituals after hours under the stars and yoga near a waterfall.
The goal, according to Raffles & Fairmont CEO Omer AcarFocus on the moments that are personal and not grand. And the idea is to turn that concept into a service standard – no easy feat across 92 hotels in 30 countries.
Acar said Fairmont was building “a brand new service culture” and training their colleagues around the world to create “special ” moments not just for VIPs, major events or everyday guest interactions.
A campaign entitled “Make Special Happen” is also available. In a short film shot at the Fairmont Royal York, Toronto, a group of characters prepares for a big celebration. It’s clearly luxury – with hand-delivered, handwritten invitations – but it’s inclusive and not stuffy.
Acar said that the idea for it The idea didn’t originate from a creative agency, but rather from a workshop within the company.
“We began a year ago by sitting a small group of regional vice presidents and general managers. He asked the guests to “identify what’s special about Fairmont.” “Fairmont is a hotel company that has been making special things happen for decades.”
Searching for relevance across generations
Fairmont has been around since 1907 and hosted a number of historic events including the signing the United Nations Charter and Truman Capote’s Black and White Ball. John Lennon and Yoko’s Bed-In for Peace was also held at the Fairmont.
The campaign attempts to modernize the idea of being “special” by drawing from its rich heritage.
The company, with the help of consultancy Codec identified five “cultural groups” that it hoped to reach. These categories are: the escapists, active lifestyles and status tastemakers; the social culturalists and event mavens.
“A study was conducted to find out who the pillars and guests are. Whom do we address? “Who have we been talking to, and whom should we keep on talking to?” Acar said.
Acar claims Fairmont wants its older guests to remain loyal, but it also wants to appeal more to the younger generation.
Acar explained, “We’re looking at the new generation but we don’t forget our heritage.” It’s important that we highlight the fact that this exhibition is not just focusing on one generation of travelers but is also celebrating travelers from different generations.
We want to make the brand stylish and not just trendy because style is timeless and trends are, as everyone knows, always changing. If we follow these steps, we believe that we cannot lose. Acar continued.
