The luxury hotel and resort chain is re-emerging post-pandemic with a new global brand campaign Experience The Grandest of Feelings “celebrating its extraordinary locations, awe-inspiring landscapes and illustrious origins.”
That includes the company’s Canadian heritage. Fairmont's roots began as a series of trans-Canada luxury rail hotels.
The new campaign showcases five iconic locations, two of which are Canadian: Fairmont Banff Springs in Alberta and Fairmont Hotel Vancouver, in addition to Fairmont Le Montreux Palace in Montreux, Switzerland, The Plaza in New York and landscapes of South Africa.
The spot shows a transformative voyage through grand Nature and historic beauty as well as “modern sensibilities and the dreams of a new generation of travelers.”
"Travel is truly one of the most unique unifiers and equalizers. The how, why, and where we travel is unimportant: the transcendent act of traveling - no matter how far - opens up the mind to diversity and inclusion that boldly drives society forward," said Mansi Vagt, Vice President, Fairmont Hotels & Resorts.
"Experience The Grandest of Feelings celebrates just that and captures the essence of all things Fairmont no matter the destination - city center, island retreat, and everything in between. The overriding sensation is being in a place that has meaning and feeling."
"Brands are never as strong as when they are true to their original vision,” said Jean-Guilhem Lamberti, Chief Creative Officer, Accor.
“With this campaign, I wanted to go back to the brand's origins and to express the awe and enchantment that one feels when entering a Fairmont hotel… the mighty architecture of the hotels meets the most pristine awe-inspiring nature in an effortlessly artistic parallel.
“It all seems very relevant in today's environment as everyone is longing to set free on majestic journeys and rediscover the beauty and grandeur of our world."
Academy Award winning actress and UNICEF Goodwill Ambassador Susan Sarandon stars in the role of global brand ambassador. Fairmont says Sarandon and the company share a commitment to being “authentic, caring and promoting positive change”, as well as “a shared spirit of adventure, timeless sophistication, empowering purpose, and a passion for thinking globally and acting locally” in the support of environmental concerns, and a passion for exploration.
Fairmont points out that it became the first luxury hotel company with a comprehensive and global sustainability program over 30 years ago - very much ahead of its time. The program became part of Accor's Planet 21 program to “safeguard the planet's star-studded skies, snow-capped mountains, treasured forests, and beyond blue waters so they remain spectacular.”
The campaign will debut in markets worldwide.
In the coming months, Fairmont Hotels & Resorts locations across the globe will also debut "The Grandest of Escapes Exclusively by Fairmont" special offers that will bring to life the imagery and ethos of the creative through a series of exciting once-in-a-lifetime experiences that inspire travellers to resume exploring the world through the Fairmont lens.
