Photo: The cast of ‘Fairmont Presents - Make Special Happen

Fairmont Hotels & Resorts has just rolled out a brand new global campaign— and Canada is among the key markets it’s paying close attention to.

Titled ‘Fairmont Presents: Make Special Happen,’ the campaign—beautifully shot by award-winning filmmaker Jean Claude Thibaut— celebrates the company’s legacy of hosting iconic celebrations and events, from Truman Capote’s Black and White Ball in New York City to John Lennon and Yoko Ono’s ‘bed in for peace’ in Montreal. The nearly one-minute film, shot on location at Fairmont Royal York in Toronto, follows a lively cast of characters through a series of playful moments, culminating in an unforgettable celebration.

Claudia Kozma Kaplan

To ensure maximum reach, the campaign spans video, still imagery, global print and digital placements across key regions including North America, Canada, Asia, the Middle East and Europe. But as Fairmont’s Chief Brand Officer Claudia Kozma Kaplan notes, the company is making a particularly strong push in Canada, the U.S., the U.K., and the United Arab Emirates.

When it comes to Canada specifically, she adds that it’s more than just a key market—it’s foundational to Fairmont’s identity. Since the early 20th century, properties like Fairmont Chateau Lake Louise, Fairmont Jasper Park Lodge, and Fairmont Banff Springs have served as iconic backdrops for major films and welcomed celebrities, world leaders, and members of royal families.

Make special happen 

The new campaign launches alongside a curated series of bookable guest experiences called ‘Special Happens…’, designed to inspire guests to ‘Make Special Happen’ in their own unique way. The collection includes a wide range of immersive offerings—from wellness rituals under the stars and seaplane adventures to guided yoga sessions, chocolate bar making, and lessons in the ancient Hawaiian art of imu cooking.

Amid ongoing political tensions, Kozma Kaplan hopes these ‘Special Happens…’ experiences will further encourage Canadians to explore their own backyard and enjoy some of the country’s most memorable offerings—including afternoon tea at Fairmont Hotel Vancouver or a private flight from Fairmont Royal York to a Niagara winery for a barrel-cave lunch. 

Period of growth 

The campaign comes at a time of significant growth for Fairmont Hotels & Resorts, which recently opened a slew of new hotels in Long Beach, California; Costa del Sol, Spain; Mumbai, India; and Prague, Czech Republic. The company is also planning upcoming openings in Tokyo, Rabat, Hanoi, New Orleans and Bangkok. Fairmont boasts a global portfolio of 94 hotels in 30 countries, with 10 new properties set to open in 2025 and 2026.

For more information about ‘Special Happens…’ experiences, click here.

For more information about the ‘Make Special Happen’ campaign, click here.

Source: Travelweek