Fairmont Launches ‘Make Special Happen’ Campaign, Introducing Unique Curated Experiences for Guests Worldwide
(IN SHORT) Fairmont Hotels & Resorts has launched its new global campaign, Make Special Happen, celebrating the brand’s legacy of hosting monumental moments while embracing contemporary elegance. The campaign, directed by Jean Claude Thibaut, highlights the essence of celebration and togetherness, blending the past and present. Alongside the campaign, Fairmont has introduced the Special Happens collection, offering a variety of curated, bookable experiences that bring extraordinary moments to life. With a global media rollout planned, Fairmont continues to elevate the art of making every moment special.
(PRESS RELEASE) NEW YORK, 2025-May-20 — /Travel PR News/ — Fairmont Hotels & Resorts, the globally recognized luxury hospitality brand, today unveiled its new global brand campaign, Fairmont Presents: Make Special Happen. This campaign celebrates Fairmont’s centennial legacy of hosting history-making moments and grand celebrations while embracing the present with captivating creativity and elegance. The campaign showcases how Fairmont guests and colleagues come together to turn every moment into a special occasion, elevating the art of celebration.
Directed by award-winning filmmaker Jean Claude Thibaut and developed by King & Partners, the campaign was shot at the iconic Fairmont Royal York in Toronto. Drawing inspiration from Fairmont’s rich heritage of hosting major historical events — from the signing of the United Nations Charter to Truman Capote’s Black and White Ball — the campaign creatively blends the classic elegance of the past with modern-day celebrations. Thibaut shared, “I wanted to capture the essence of celebration, friendship, and togetherness, drawing inspiration from Fairmont’s incredible history, with a special nod to the Truman Capote era. Fairmont is always the backdrop that elevates the magic of special moments.”
The campaign follows a charismatic ensemble of characters, each with their own unique role in bringing celebrations to life. From “The Celebrationist” to “The Wellness Enthusiast,” the narrative explores a series of playful and heartwarming moments leading up to a grand celebration. The film culminates in a lively soirée, where the legendary Tom Wolfe, America’s first concierge and Director of Heritage at Fairmont San Francisco, joins the action to symbolize the brand’s commitment to making every moment unforgettable.
The “Make Special Happen” campaign is complemented by the launch of a new collection of curated experiences designed to immerse guests in extraordinary moments. Special Happens… offers four exclusive categories that elevate everyday moments:
Special Happens… After Dark: Unique nocturnal experiences, such as private after-hours spa treatments at Fairmont Sonoma Mission Inn & Spa or an exclusive “anywhere dinner” under the stars at Fairmont Royal Palm Marrakesh.
Special Happens… In the Wild: Adventures in nature, such as afternoon tea on the beach at Fairmont Empress or a guided yoga session at the base of a waterfall via seaplane from Fairmont Chateau Whistler.
Special Happens… Around the Table: Culinary experiences, from crafting your own chocolate bar at Fairmont Orchid to participating in an ancient Hawaiian imu cooking experience at Fairmont Kea Lani.
Special Happens… In the Spotlight: Artistic and cultural moments, including a private visit to the home of a local chef in Fairmont Jaipur or a private tour of Claude Nobs’ home, founder of the Montreux Jazz Festival, arranged by Fairmont Le Montreux Palace.
The collection will continue to expand throughout 2025, giving guests new ways to make every moment special, no matter where they are.
The campaign will be supported by a global media strategy, including print, online, and social platforms. A 360-degree paid media plan will activate in two phases: May-July and September-October, targeting North America, Canada, Asia, the Middle East, and Europe. Key publications and lifestyle outlets will feature both still imagery and video content from the campaign.
Omer Acar, CEO of Fairmont Raffles, commented, “Make Special Happen is more than a campaign; it’s embedded in our brand DNA. Our properties are where history is made, celebrations unfold, and moments are elevated into something unforgettable. This new campaign brings this essence to life, welcoming a new generation of discerning guests and reaffirming what sets Fairmont apart.”
Fairmont Hotels & Resorts, with 92 properties in 30 countries, invites guests to experience a new era of making every day special, both in its iconic hotels and through a diverse range of unique experiences that reflect the brand’s timeless appeal and commitment to unforgettable moments.
Media contacts:
EMILY VENUGOPAL
DIRECTOR OF MARKETING & COMMUNICATIONS
NORTH & CENTRAL AMERICA
emily.venugopal@fairmont.com
MYRIAM SEDKI
DIRECTOR, MARKETING & COMMUNICATIONS – AEMEA
Myriam.Sedki@Fairmont.com
SOURCE: Accor
