Luxury hospitality brand, Fairmont Hotels & Resorts, took the opportunity of visiting media attending the International Luxury Travel Market Asia Pacific (ILTM) in Singapore to reveal its new global brand campaign, Fairmont Presents “Make Special Happen”, and the opening of five new hotels throughout Asia.
Fairmont sent Loay Nour, Vice President, Brand & Marketing Fairmont Hotels & Resorts, from their Dubai office for the event and the show. He led the entire campaign for Make Special Happen and has amazing insight into what Fairmont are planning to do with it.
The campaign leverages a blend of still imagery and video showcasing the Fairmont film.
Though the first iteration of the campaign focuses on a party, it was important for Fairmont to demonstrate that making special happen isn’t just about major galas and events; it’s also about making every moment of every day special in its own way. 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 local in their own unforgettable experience.
Taking place at a swank event at the ANTI:DOTE bar at Fairmont Singapore, media were presented with the campaign which pays homage to the brand’s century-old 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”. 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 award-winning 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.
Moments in history
It was inspired by the brand 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.
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,” Jean Claude Thibaut said. “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.
“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 epicentres 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 94 properties in 30 countries globally,” said Fairmont Raffles CEO Omer Acar.
“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.”
