Fairmont Hotels & Resorts inspires staff and guests to 'make special happen'

Luxury hospitality brand Fairmont Hotels & Resorts has unveiled its latest global brand campaign to pay homage to the brand’s centurion heritage as host to some of the world’s most storied celebrations and history-making moments. 

Also known as “Fairmont presents ‘make special happen”, the campaign tells the story of the build-up to a grand celebration, capturing how Fairmont colleagues and guests come together to “Make special happen”. The resulting campaign is Fairmont at its most captivating, elevating the art of making every moment a celebration.  

Developed by King & Partners, the new campaign was directed by filmmaker Jean Claude Thibaut, and shot at Fairmont Royal York in Toronto. Stylistically, the creative evokes the charm of a classic film, a tribute to the refined elegance of a bygone era, where the North American spirit of allure and adventure on which Fairmont was founded, is reimagined for today.  

It was inspired by the brand’s rich heritage of hosting some of history’s most momentous occasions, from the signing of the United Nations Charter in San Francisco, to Truman Capote’s Black and White Ball in New York City, to John Lennon and Yoko Ono’s ‘bed in for peace’ in Montreal.  

Unearthing insights

In a conversation with MARKETING-INTERACTIVE, Loay Nour, vice president of brand and marketing at Fairmont Hotels & Resorts, said the campaign celebrates bringing this tradition to life for a new generation of discerning travellers, while Fairmont hotels remain social epicenters that blend genuine encounters with the pulse of the destination, creating vibrant spaces where communities gather, moments are turned into special memories, and history continues to be made.   

The campaign also includes a playful nod to Fairmont’s long history with the silver screen, a cinematic tribute to the refined elegance of a bygone era, where classic sophistication is reimagined for today, said Nour. “The campaign tells the story of the build-up to a grand celebration: the host carefully penning the invites, a captivating cast of characters each receiving their hand-addressed envelope from a charismatic porter, the anticipation and preparation by both guests and colleagues to ‘Make Special Happen’, and finally, that perfect pause when the host, surrounded by revellers, takes it all in. 

The creative team was tasked with building upon this legacy to set the stage for a new era of celebratory moments at Fairmont, looking forward to some of the more modern design hotels which shape the skyline of the destinations they reside in, such as Fairmont Doha and Fairmont Tokyo. 

“In creating this campaign, I drew inspiration from Fairmont’s incredible heritage, with particular influence from the allure of the Truman Capote era. The focus was on capturing the essence of celebration, friendship, and togetherness—values that have always been at the heart of the Fairmont experience,” commented Jean Claude Thibaut. “Through both the film and imagery, I sought to evoke the joy of gathering, with Fairmont as the incredible backdrop, always there to support and elevate special moments. It’s been an incredible project to be a part of, and I’m excited to see it come to life.” 

Through a mix of film and stills, the artwork follows a charismatic cast of characters through a series of intriguing and playful moments, leading up to an unforgettable celebration. The audience follows along as “The Celebrationist”, the Grande Dame of the story, carefully pens her invites, handing them over to “The Porter”, always on a mission to “Make Special Happen” for Fairmont guests.  

He glides through the grand corridors of the hotel to hand deliver to “The Linksman”, usually found out on the links or out on the town; “The Wellness Enthusiast”, whose favourite places are in a Fairmont gym or on the dance floor; “The Muse & Her Makers”, a family whose travels have taken them all over the world, always with their beloved Golden Retriever; and “The Legends in Leisure”, still as in love as the day they met, and always ready for a night of cocktails and adventure. 

When it’s officially time to “Make Special Happen”, special guest and a legend in his own right, Tom Wolfe, America’s first concierge, and chief concierge and director of heritage at flagship Fairmont San Francisco, appears, as a flurry of activity by both guests and staff ensues. Elegant attire and indulgences appear. Chandeliers cast a golden glow over a soirée. With anticipation rising, the celebration reaches its crescendo, bringing with it the realisation: Fairmont makes special happen.  

When asked why Wolfe was featured in the campaign, Nour said Wolfe is more than a familiar face. "He is a living embodiment of Fairmont’s spirit of service. With a career devoted to creating meaningful guest experiences, he has helped define what world-class hospitality truly means. As a founding member of Les Clefs d’Or USA, the prestigious global concierge association, he played an essential role in elevating the concierge profession in North America."

"For decades, he has inspired colleagues and delighted guests with his warmth, expertise, and genuine care. His legacy continues to shape Fairmont’s signature service culture and remains a source of inspiration for concierges around the world," he added.

Extensive brand repositioning

Targeting work escapists, status taste makers, social culturalists and event mavens, Nour said the campaign started with an extensive brand repositioning. “In a world where exceptional service, beautiful settings, and world-class amenities are baseline expectations for luxury travellers, we had to ask ourselves, what truly differentiates Fairmont.” 

“Our heritage is unique; only seven global hospitality brands can claim a history of over 100 years, of which Fairmont is one. We have to figure out a way to celebrate our storied past, building upon it, in order to be relevant for the luxury traveller of today and tomorrow,” he added.  

He added that Fairmont’s guests and clients feel passionately that staying with Fairmont makes them feel “special”. “We decided to double down on this, building into new service culture training, to ensure that every colleague worldwide is equipped to create special moments for our guests.” 

In addition to King & Partners, it is working with a global social media agency Midnight Sunday, media strategy and planning agency Publicis, as well as global PR agencies, including Companion Communications in Asia.   

“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 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 92 properties in 30 countries globally,” said Omer Acar, CEO, Fairmont Raffles.  

“Bringing to life our first new global brand campaign in many years marks another special, history-making moment. ‘Make Special Happen’ reaffirms Fairmont’s core identity and what sets it apart in a way that reaches a new and discerning audience,” he added. 

Upon launch, the campaign will leverage a blend of still imagery alongside video showcasing the Fairmont film. A 360-degree paid media plan comprising global print, online and social titles is being activated in two phases commencing May to July and then September to October when all owned, earned and paid media channels will be fully live. Key regions for the campaign include North America, Canada, Asia, the Middle East and Europe with a particular focus on national, travel and lifestyle publications in these markets. 

The brand is bringing this to life in the hotels with the concurrent launch of "Special happens...", a collection of unique offerings which immerse a guest or locals into their own unforgettable experience including private access to the spa after hours for a wellness ritual and indulgent experiences in the heart of nature. 

Nour said, “As a team, we approached this campaign with a clear and shared vision. From the very beginning, our goal was to create a distinctive creative platform that would honour the heritage of the Fairmont brand, bring our refreshed positioning to life, and set us apart in an increasingly competitive landscape. It was essential that the campaign reflect the character, charm, and individuality that make Fairmont truly unique.” 

“We believe this new global brand campaign captures the essence of our promise to 'Make special happen'. It brings to light the idea that every Fairmont is more than a hotel. It is a place where our colleagues create meaningful moments and lasting memories for our guests. Since 1907, Fairmont has been a part of people’s most treasured occasions, and we are proud to continue that tradition for generations to come,” he added. 

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