A story-driven campaign honoring iconic Fairmont moments
Fairmont Hotels & Resorts, the globally celebrated name in luxury hospitality, unveils its latest brand campaign: “Make Special Happen.” This new initiative pays tribute to Fairmont’s rich legacy of hosting world-renowned events, iconic guests, and unforgettable milestones blending cinematic storytelling with the timeless elegance the brand is known for. Rooted in its century-long tradition of elevating guest experiences, the campaign captures the art of turning every moment into a celebration.
A story-driven campaign honoring iconic Fairmont moments
Developed by creative agency King & Partners and directed by Jean Claude Thibaut, an acclaimed filmmaker known for elegant narratives, the campaign was filmed at the iconic Fairmont Royal York in Toronto. The creative direction is inspired by classic cinema and the brand’s deep ties to historic celebrations—from the signing of the United Nations Charter to Truman Capote’s legendary Black and White Ball and John Lennon and Yoko Ono’s Bed-In for Peace. This is Fairmont embracing its past while stepping boldly into the future of guest-centered storytelling.
Capturing the spirit of hospitality careers through film
“The campaign draws on the timeless appeal of the Truman Capote era,” explained director Jean Claude Thibaut. “It’s about celebration, community, and those unique connections that make each stay unforgettable, values central to the Fairmont guest and employee experience.”
Through a series of stylized scenes, viewers are introduced to a charming ensemble of characters. Each one represents a facet of the luxury travel lifestyle: “The Celebrationist,” “The Porter,” “The Linksman,” “The Wellness Enthusiast,” “The Muse & Her Makers,” and “The Legends in Leisure.” Legendary concierge Tom Wolfe, Fairmont San Francisco’s Director of Heritage, makes a special appearance to bring the celebration to life.
“Make Special Happen”: A brand philosophy in action
“‘Make Special Happen’ is more than a tagline; it’s our way of being,” said Omer Acar, CEO of Fairmont Raffles. “Fairmont hotels are cultural hubs where life’s important moments unfold. From weddings and anniversaries to career milestones and global summits, we create places where careers in hospitality thrive, and guests feel seen and celebrated.”
With over 92 properties in 30 countries, Fairmont continues to be a cornerstone for talent in global hotel careers and luxury guest experiences.
New guest experiences to bring the campaign to life
To complement the campaign, Fairmont introduces a series of immersive offerings designed to make daily moments truly special. These experiences, titled “Special Happens…”, roll out across select properties:
- Special Happens… After Dark: After-hours spa rituals under the stars (e.g., Fairmont Sonoma Mission Inn, Fairmont Royal Palm Marrakesh).
- Special Happens… In the Wild: Nature-infused luxury, from seaplane yoga in Whistler to rainforest tea at Fairmont Empress.
- Special Happens… Around the Table: Culinary journeys like chocolate-making at Fairmont Orchid or traditional imu cooking at Fairmont Kea Lani.
- Special Happens… In the Spotlight: Cultural deep-dives—from artisan workshops at Fairmont Jaipur to private visits at Claude Nobs’ home via Fairmont Le Montreux Palace.
These unique experiences are designed for both travelers and locals looking to connect with culture, cuisine, wellness, and community in unforgettable ways. More offerings will be launched throughout 2025.
Global rollout & multichannel visibility for talent and travelers
The 360-degree campaign strategy will be released in two phases; May through July and again in September to October across global digital, print, and social media. The focus regions include North America, Canada, Asia, the Middle East, and Europe, aligning Fairmont’s storytelling with top talent and high-value travelers across key hospitality markets.
About Fairmont Hotels & Resorts
Fairmont Hotels & Resorts is part of Accor, a world-leading hospitality group with over 5,600 properties in 110+ countries. Since 1907, Fairmont has defined what it means to offer career-defining opportunities and unforgettable guest experiences. From The Plaza in New York and The Savoy in London to Fairmont Doha and Fairmont The Palm in Dubai, these properties are more than just hotels—they are legendary destinations where people, passion, and purpose intersect.
Fairmont is widely recognized for its commitment to sustainability, its pioneering approach to luxury service, and its status as a hospitality employer of choice. The brand is also a proud participant in ALL – Accor Live Limitless, the group’s loyalty and lifestyle platform.
