TORONTO — 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.

“These audiences represent both brand loyalists and new luxury travellers that we aim to reach in a compelling way,” says Kozma Kaplan.

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.

“Canada continues to be one of our strongest markets in terms of both heritage and growth, with our Canadian hotels continuing be as busy as ever,” she says. “Interestingly, our Rockies hotels were originally built as grand railway hotels to attract luxury travellers to the Canadian wilderness. These centenarian hotels have not only witnessed the evolution of Western Canada but have also played an active role in shaping it.

“As railway magnate William Cornelius Van Home famously said, “If we cannot export the scenery, we shall import the tourists—a sentiment that continues to define the enduring appeal of Fairmont’s iconic properties in the Canadian Rockies, where world-class hospitality meets some of the most breathtaking landscapes on earth.”

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. “We’re creating opportunities for guests to experience something truly unforgettable,” she says. “These aren’t just hotel stays—they’re immersive journeys that celebrate the joy of discovery, and we expect a strong summer ahead as more Canadians embrace that spirit.”

Fairmont Royal York

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. As of today, Fairmont boasts a global portfolio of 94 hotels in 30 countries, with 10 new properties set to open in 2025 and 2026.

Kozma Kaplan says these new openings is a “true testament to the brand’s impressing upcoming pipeline of global hotels, with each perfectly poised to ‘Make Special Happen’ for guests and locals alike.”

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

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