NEW YORK—Fairmont Lodges & 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 friends 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 basic movie, a tribute to a bygone period, the place the North American spirit of journey on which Fairmont was based is reimagined for at this time. 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 among the extra trendy design accommodations 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 focus was on capturing the essence of celebration, friendship, and togetherness—values which have all the time been on the coronary heart of the Fairmont expertise,” stated Thibaut. “Via each the movie and imagery, I sought to evoke the enjoyment of gathering, with Fairmont because the unbelievable backdrop, all the time there to help and elevate particular moments. It’s been an unbelievable challenge 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 by means of 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 by means of the corridors of the resort handy ship to “The Linksman,” normally came upon on the hyperlinks or out in town; “The Wellness Fanatic,” whose favourite locations are in a fitness center or on the dance ground; “The Muse & Her Makers,” a household whose travels have taken them all around the world, all the time with their canine; and “The Legends in Leisure,” nonetheless as in love because the day they met, and all the time 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 friends really feel. Fairmont accommodations are social epicenters that mix real encounters with the center of the motion, creating vibrant areas the place communities collect. Events are celebrated, milestones are marked, and historical past is made day-after-day at our 92 properties in 30 nations globally,” stated 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 identification and what units it aside in a means that reaches a brand new and discerning viewers.”
Upon launch, the marketing campaign will leverage a mix of nonetheless imagery alongside video displaying the Fairmont movie. A 360-degree paid media plan comprising international print, on-line, and social titles is being activated in two phases, commencing Could-July after which September-October, when all owned, earned, and paid media channels will likely be absolutely dwell. Key areas for the marketing campaign embody North America, Canada, Asia, the Center East, and Europe, with a selected deal with nationwide, journey,l and way of life publications in these markets.
Although the primary iteration of the marketing campaign focuses on a celebration, it was essential for Fairmont to display that making particular occur isn’t nearly galas and occasions, but it surely’s additionally about making each second of day-after-day particular in its personal means. The model is bringing this to life within the accommodations with the concurrent launch of “Particular Occurs…,” a set of choices that immerse a visitor or native into their very own expertise:
- Particular Occurs… After Darkish: A sequence of nocturnal fetes and adventures, resembling entry to the spa after hours for a wellness ritual beneath 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, resembling 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 beneath 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 taking part within the Hawaiian artwork of imu cooking, from a non-public 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 study 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 Pageant, 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.