Latest news with #LoayNour
Campaign ME
4 days ago
- Business
- Campaign ME
Fairmont engages new generation of luxury consumers with latest campaign
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
Campaign ME
21-05-2025
- Business
- Campaign ME
HSBC, Colgate-Palmolive, Porsche ME and more leaders to speak at Breakfast Briefing
On Thursday, May 29, Campaign Middle East is hosting its Campaign Breakfast Briefing: Marketing Strategies 2025 at the Grand Plaza Movenpick, Media City in Dubai. This event promises a morning packed with insights that will shape the future of marketing in the region. Speakers include: Aimee Peters , Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, HSBC, , Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, Loay Nour, Vice President – Brand and Marketing Communications , Fairmont Hotels & Resorts, Vice President – Brand and Marketing Communications Walid Cherfaoui, Group Brand Manager MENA & FOT, Colgate-Palmolive, Group Brand Manager MENA & FOT, Nikola Djordjevic, Head of Marketing , ASICS Arabia , Iva Kutle Škrlec, Director, Destination Marketing , Hilton MEA, Director, Destination Marketing Remya Menon, Associate Director of Marketing , Bayut, Associate Director of Marketing Markus Peter, Marketing Director , Porsche Middle East & Africa, Marketing Director Mitin Chakraborty , Head of Marketing , Babyshop – Landmark Group, Andrew Ene, Head of Performance , Spark Foundry MENA and Anjana Murali, Associate Director – Growth & Best Practices , Keyade Middle East. Together, they will tackle pressing issues within the marketing industry in the region such as personalisation, AI and the blurring lines of B2B and B2C, tackling the fragmented media landscape, and balancing creative ambition, business objectives, and community-driven demand for relevance. Moderators such as Emily Bentley, Head of Client Marketing, MEA at Bloomberg Media and Nader Bitar, Director of Digital Solutions, SRMG Media Solutions and Campaign's own Anup Oommen will unpack the seismic shifts reshaping brand strategies across the Middle East. The event will also feature an informative keynote from Wade Eagar, Chief Marketing Officer, on the shift from media placement to business impact. Offering a morning filled with top learnings, elite networking opportunities, an all inclusive breakfast and coffee on tap, this is one you don't want to miss. Get your tickets now to be a part of game changing discussions, with exclusive insights on how strategies at all points of the marketing funnel is evolving to better engage with audiences in the region. Find out more, here.
Mid East Info
21-05-2025
- Business
- Mid East Info
HSMAI MEA announces the second edition of the Marketing MASTERMIND Mentorship Programme - Middle East Business News and Information
Dubai, UAE, 21 May 2025: The Hospitality Sales & Marketing Association International – Middle East & Africa (HSMAI MEA) has officially launched its highly anticipated second Marketing MASTERMIND initiative, a three-month mentorship programme tailored to shape and elevate the region's next generation of commercial leaders in hospitality. Designed and led by HSMAI MEA's Marketing Advisory Board, the programme provides five selected marketers with exclusive one-on-one coaching, hands-on experience in real-world marketing roles, and continuous project-based learning guided by senior industry leaders. Participants will be recognised and certified live on stage at the 8th HSMAI Commercial Strategy Conference Middle East & Africa (CSCMEA), taking place at Conrad Dubai Hotel on 25-26 November 2025. As the region's leading event for commercial hospitality professionals, CSCMEA has grown exponentially year after year, drawing over 400+ industry professionals expected to attend in 2025 for two days of learning, collaboration, and meaningful connections. The Marketing Advisory Board, now in its third year, was originally launched and chaired by Amal Harb for two successful years. As of January 2025, Loay Nour has taken over as Chair, working closely with Mona Faraj, President of HSMAI Middle East and fellow Advisory Board members to evolve this specific programme and strengthen the overall impact on the hospitality industry. The Marketing Advisory Board consists of Loay Nour, Vice President, Brand & Marketing, Fairmont Hotels & Resorts; Stephanie AbouJaoude, Senior Area Marketing & Communications Director – Middle East, Africa, Turkey & Mediterranean, Radisson Hotel Group; Hana Fuchs, Regional Director of Marketing Communications MEA, Minor Hotels; Robyn James-O'Connor, Vice President Marketing, Jumeirah Hotels & Resorts; Kiran Kumar, CHDM, Regional Director of Marketing, United Hospitality Management; Robert Singleton, Director, Loyalty Performance Strategy IMEA, IHG Hotels & Resorts, Nicolas Hauvespre, Vice President Luxury Brands Middle East & Africa, Marriott International, and Amal Harb. 'We are incredibly proud to continue Marketing MASTERMIND, a programme that reflects HSMAI's commitment to cultivating talent and shaping the future of commercial leadership in our region,' said Mona Faraj, President of HSMAI MEA. 'The initiative not only bridges the gap between academic knowledge and on-the-ground application but also empowers young marketers to lead with purpose, innovation and confidence.' Loay Nour, Chair of the HSMAI MEA Marketing Advisory Board, added: 'This programme is deeply personal to our board. It's about creating access, nurturing ambition and giving promising marketers the tools and mentorship they need to thrive in this ever-evolving industry. It's our way of paying it forward and ensuring a strong, creative pipeline of future commercial leaders.' 'The Marketing Masterminds mentorship programme came at the perfect time for me. With almost eight years in marketing but relatively new to hospitality, it provided the ideal foundation – going beyond marketing into sales and revenue for a holistic commercial perspective. Through this programme, I connected with industry leaders who turned into coaches, worked on a real-world project, gained invaluable mentorship, participated in global conferences, and even spoke on stage at a fireside chat – and this is just the beginning. Whether you're new or experienced and looking to grow into a commercial leader, this programme is an unmatched opportunity,' said Prateek Kochar, Marketing Manager, Jumeirah Burj Al Arab, one of the 2024 Marketing Mastermind mentees. The MASTERMIND programme is just one of many initiatives of HSMAI MEA. Another key initiative, and a highlight on the agenda of the organisation's annual Commercial Strategy Conference, are the ROC Star awards. These awards celebrate exceptional individuals within the hospitality industry who have made a significant impact. From a record 40 entries last year, the HSMAI MEA Advisory Board selected a shortlist of eight finalists who all pitched their idea on stage at the CSC2025, after which the audience voted for the top three winners. Set against the backdrop of the region's most influential hospitality gathering, CSC2025 promises to once again bring together commercial visionaries, data-driven marketers, revenue strategists, and tech trailblazers. The event continues to stand out as the platform to explore timely strategies, discover emerging trends, and gain firsthand insights from those shaping the future of hospitality.
