Fairmont Hotels & Resorts - new chapter

Fairmont Hotels & Resorts unveils new global brand campaign

"EXPERIENCE THE GRANDEST OF FEELINGS" CELEBRATES EXTRAORDINARY PLACES, BREATHTAKING LANDSCAPES AND HISTORICAL ORIGINS


Munich, September 15, 2021
- Fairmont Hotels & Resorts has opened a new chapter in its more than 100-year history with Experience The Grandest of Feelings, a global brand campaign that honors the luxury brand's historic origins while conveying a refreshing vision through inspiring images of adventures yet to come. Central themes of the campaign are the visionaries who made history by founding the first Fairmont hotels and those who are committed to protecting and preserving nature wherever Fairmont is located. The brand has always been deeply rooted in nature and its protection through responsible hospitality worldwide.

"Travel connects in a truly unique way. It doesn't matter how, why or where we travel: The mere act of traveling - no matter how far - opens minds to diversity and inclusion and allows society to boldly move forward," says Mansi Vagt, Vice President, Fairmont Hotels & Resorts. "'Experience The Grandest of Feelings' celebrates just that, capturing the essence of everything that is Fairmont; no matter where the journey takes you - to the city, to an island or something in between. What matters is the overarching feeling of being in a place that conveys meaning and emotion."

Directed by world-renowned director Nathalie Canguilhem, the campaign features five iconic locations: Montreux, Switzerland / Fairmont Le Montreux Palace; New York City / The Plaza, A Fairmont Managed Hotel; Alberta, Canada / Fairmont Banff Springs; British Columbia, Canada / Fairmont Hotel Vancouver; and the breathtaking landscapes of South Africa. It is a journey through unspoiled nature with elements that combine places of historic beauty with modern sensibilities and the desires of a new generation of travelers.

Oscar-winning actress and UNICEF Goodwill Ambassador Susan Sarandon serves as the global brand ambassador. With her remarkable film career and authentic reputation, as well as a commitment to promoting positive change, she is the perfect choice for Fairmont. She shares the spirit of adventure, timeless sophistication, the ability to achieve goals and the passion to think globally and act locally. Fairmont also shares Susan Sarandon's commitment to environmental causes and her passion for discovery. She symbolically opens and closes the campaign and serves as a guide throughout the transformative journey.

Jean-Guilhem Lamberti, Chief Creative Officer, Accor, adds: "Brands are strongest when they stay true to their original vision. With this campaign, I wanted to go back to the origins of the brand and express the wonder and enchantment one feels when entering a Fairmont hotel. The grandest feelings call for the grandest expressions: The powerful architecture of the hotels meets the pristine, awe-inspiring nature in an effortlessly artistic parallel. Nature and hotel interiors literally merge in a symbiotic and visually captivating style. All of this seems to be of great importance in this day and age, as everyone yearns to embark on immersive journeys and rediscover the beauty and diversity of our world."

Fairmont's pioneering role in the hospitality industry extends to protecting and preserving the places it calls home. Thirty years ago, Fairmont became the first luxury hotel brand with a comprehensive and global sustainability program, which is now part of Accor's Planet 21 initiative. Protecting our planet's starry skies, snow-capped mountains, forests and waters is of paramount importance to the entire Experience The Grandest of Feelings platform.

The campaign is being rolled out globally and is designed to spark the collective curiosity with which guests seek out new places: a new restaurant that symbolically transports them across the globe, a view they share with strangers, an unexpected cultural experience that highlights how much all people have in common. Travel connects and Fairmont knows how to transform these emotions into unique memories - always in harmony with nature.