Fairmont Hotels ‘Make Special Happen’
Fairmont Hotels & Resorts has announced its new global brand campaign ”Make Special Happen” to pay homage to the brand’s centurion heritage as host to some of the world’s most storied celebrations and history-making moments, as well as its legacy with the silver screen. The creative tells the story of the build-up to a grand celebration, capturing how Fairmont colleagues and guests come together to “Make Special Happen”.
Developed by King & Partners, the new campaign was directed by award-winning filmmaker Jean Claude Thibaut, and shot at Fairmont Royal York in Toronto.
“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 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.
“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.
The campaign will launch with a blend of still imagery and video showcasing the Fairmont film. The media plan includes activating global print, online, and social titles in two phases. The campaign’s focus regions include North America, Canada, Asia, the Middle East, and Europe.
The campaign also introduces “Special Happens…,” a collection of unique offerings that immerse guests in unforgettable experiences. These include nocturnal adventures, indulgent nature experiences, culinary delights, and moments inspired by the arts and culture. The brand plans to add new experiences to the collection throughout 2025.
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