Fairmont Hotels & Resorts has launched its latest global brand campaign, Fairmont Presents Make Special Happen, celebrating the brand’s century-long role as host to iconic events and everyday moments.
Paying tribute to its heritage and ties to the silver screen, the campaign tells the story of a build-up to a grand celebration, portraying how Fairmont colleagues and guests come together to make each moment meaningful.
Created by King & Partners and directed by Jean Claude Thibaut, the campaign was filmed at Fairmont Royal York in Toronto. Inspired by classic cinema, it blends Fairmont’s historic role in major milestones with a modern outlook, featuring landmarks like Fairmont Doha and Fairmont Tokyo. Thibaut described his approach as rooted in Fairmont’s heritage, with inspiration from the Truman Capote era. His goal was to capture the spirit of celebration and togetherness that defines the brand, portraying Fairmont as the backdrop for both major events and meaningful everyday moments.
Through film and photography, the campaign follows a diverse cast of characters: The Celebrationist who sends out invitations; The Porter who delivers them; The Linksman, often found on the golf course; The Wellness Enthusiast, who frequents both the gym and dance floor; The Muse & Her Makers, a well-travelled family with their dog; and The Legends in Leisure, a couple who embrace life’s pleasures. The campaign culminates in a celebration with Tom Wolfe, America’s first concierge and chief concierge at Fairmont San Francisco, as preparations come together in anticipation of the big event.
The campaign launches with a 360-degree media rollout including print, online, and social channels across North America, Canada, Asia, the Middle East, and Europe, focusing on national, travel, and lifestyle outlets. Media activation will run in two phases: May to July and September to October 2025.
Alongside the campaign, Fairmont is also launching Special Happens…, a collection of immersive guest experiences designed to highlight how even small moments can be made special. These experiences fall into four categories: Special Happens… After Dark features night-time experiences such as private spa rituals under the stars at Fairmont Sonoma Mission Inn & Spa, or outdoor dinners at Fairmont Royal Palm Marrakesh. Special Happens… In the Wild includes nature-based activities like afternoon tea on the beach with Fairmont Empress or waterfall yoga after a seaplane journey from Fairmont Chateau Whistler. Special Happens… Around the Table focuses on culinary experiences, from chocolate-making at Fairmont Orchid to participating in traditional imu cooking with Fairmont Kea Lani, while Special Happens… In the Spotlight celebrates culture and the arts, including learning local crafts with Fairmont Jaipur or private visits to Claude Nobs’ home arranged by Fairmont Le Montreux Palace.
More offerings will be introduced throughout 2025 as the brand continues to explore new ways to create personalised and memorable guest experiences.
“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 Omer Acar, CEO, Fairmont Raffles.
