Fairmont engages new generation of luxury consumers with latest campaign

Campaign ME

29-05-2025

The latest global brand campaign from Fairmont Hotels & Resorts aims to connect the hospitality group's storied past with the aspirations of modern travelers.
In an effort to reinforce its position as a beloved luxury hospitality brand and gateway to adventure and exploration, Fairmont's 'Make Special Happen' is a 360-degree paid media campaign that leverages a blend of still imagery, alongside video, across global print, online and social media platforms.
The campaign is also supported by the launch of Fairmont's new website, which aims to extend the brand's new platform in a highly curated manner.
Loay Nour, Vice President, Brand, Marketing & Communications at Fairmont Hotels & Resorts speaks with Campaign Middle East, sharing insights behind the campaign, and how audiences in the region can expect to witness localised versions of the brand's latest work.
'In an increasingly crowded luxury market, we are combatting a 'sea of sameness'; similar imagery, color palettes, language, even fonts. We had to think differently to stand out,' Nour says.
'We started with an extensive brand repositioning exercise and engaged hotel colleagues and leaders through focus groups and workshops, involving those who work directly with guests,' he explains on the strategy behind the campaign. 'This allowed us to adopt, first and foremost, a guest-centric approach,' he says.
The campaign was inspired by an extensive canvas of guests' preferences and behaviours during their stays at Fairmont.
'We discovered that our guests feel passionately that staying with Fairmont makes them feel 'special'', Nour says. '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.'
The campaign's hero film begins with an invite to 'Make Special Happen'. To the tune of some upbeat contemporary jazz, invitations are distributed to guests of all demographics in various hotel settings. The visuals aim to showcase the offerings in Fairmont's portfolio and pauses on a scene that features Tom Wolfe, America's first concierge.
For audiences in the region, Nour says, 'all campaign content and assets will be localised, using relevant language and tone of voice, while tailoring versions of the film to resonate with Middle East audiences.'
Fairmont is also curating experiences that celebrate the spirit and culture of each of its destinations through the Make Special Happen series.
'In the Middle East and North Africa, for example, this comes to life through Marrakech Unveiled: A Sky-to-Souk Journey,' Nour says. 'Guests in Morocco begin with a sunrise hot air balloon ride over the desert plains and the Atlas Mountains, followed by local refreshments at a camp, and from there, they return to the Medina, journeying through hidden valleys and immersing themselves in the rich local culture.'
'It is more than a scenic activity, it is a fully immersive experience that reveals the true essence of the destination in a deeply personal way,' he explains. 'These special moments bring 'Make Special Happen' to life in ways that feel personal, authentic, and deeply connected to place.'
Fairmont brought the campaign to life through its partnership with King & Partners and filmmaker Jean Claude Thibaut.
Nour says initial consumer sentiment and response from audiences globally have been very positive.
'Given the campaign's strong digital focus, it allows us to maximise our reach and engagement with audiences across the Middle East, using full-funnel social, programmatic, and behavioral targeting to connect in a more personalised and meaningful way,' he says.
'We continue to monitor audience response closely through social listening, media analytics, and guest feedback to optimise the campaign and ensure it remains relevant and impactful across diverse global markets,' Nour concludes.
Credits:
Creative: King & Partners
Director: Jean Claude Thibaut
Media planning: Publicis