• by Danielle Oster , May 25, 2025

Luxury hospitality brand Fairmont Hotels & Resorts launched a global “Make Special Happen” campaign, leaning into the brand’s associations with historic celebrations.

 “Make Special Happen” is running across print, digital, and social media globally. The first phase of the campaign kicked off this month and runs through July, followed by a second phase running during September and October. Key regions for the global campaign include North America, Canada, Asia, the Middle East and Europe, with the brand focusing particularly on national, travel and lifestyle publications in these markets.

In a release, Fairmont Hotels & Resorts CEO Omer Acar called the “Make Special Happen” messaging “part of our brand DNA,” adding, “Fairmont hotels are social epicenters that blend genuine encounters with the heart of the action, creating vibrant spaces where communities gather. Occasions are celebrated, milestones are marked, and history is made every day at our 92 properties in 30 countries globally.”

The campaign was developed by agency King & Partners, and centers around an ad shot by director Jean Claude Thibaut taking place at the Fairmont Royal York in Toronto. The cinematic spot follows a series of characters designed to represent different types of Fairmont guests, and “inspired by the brand's rich heritage of hosting some of history's most momentous occasions, from the signing of the United Nations Charter in San Francisco, to Truman Capote's Black and White Ball in New York City, to John Lennon and Yoko Ono's 'bed in for peace' in Montreal,” according to the brand.

In a nod to the Truman Capote ball, the commercial includes black and white scenes.

The brand also launched “Special Happens…,” a series of experiences designed to appeal to visitors with specific interests.

For example, “Special Happens... After Dark” includes private spa access after hours for a “wellness ritual under the stars” at Fairmont Sonoma Mission Inn & Spa or Fairmont Austin. Special Happens... In the Wild” focuses on experiences designed to appeal to nature lovers, like Fairmont Empress' afternoon tea on the beach, in a rain forest, or at the foot of a waterfall. “Special Happens... Around the Table” highlights dining and mixology, including an experience allowing guests to create a chocolate bar with Fairmont Orchid. “Special Happens... In the Spotlight” focuses on the arts, including a visit to the private home of Montreal’s Jazz Festival founder Claude Nobs, through Fairmont Le Montreux Palace.

The “Special Happens…” series will expand, with additional experiences added to the collection throughout 2025.