Fairmont Is Flipping the Script on Luxury: A New Era of “Make Special Happen” Begins
When Fairmont drops a new global brand campaign, you expect something polished, opulent, maybe even a little safe. But not this time. With “Make Special Happen,” the legacy hotel brand tosses predictability out the window—and instead delivers a cinematic love letter to celebration, storytelling, and timeless elegance, all with a mischievous glint in its eye.
Directed by award-winning filmmaker Jean Claude Thibaut and developed in collaboration with creative agency King & Partners, the new campaign was shot at the iconic Fairmont Royal York in Toronto. It’s moody, magnetic, and marvelously old-Hollywood—every frame a nod to Fairmont’s century-old tradition of turning life’s big (and small) moments into the kind of stories people tell for years.
“In creating this campaign, I drew inspiration from Fairmont’s incredible heritage, with particular influence from the allure of the Truman Capote era,” Thibaut explains. “The focus was on capturing the essence of celebration, friendship, and togetherness—values that have always been at the heart of the Fairmont experience.”
The film doesn’t just show you luxury—it seduces you with it. The narrative unfolds like a vintage caper, following a cast of ultra-stylised characters: a grand “Celebrationist” sending out invites, a slick “Porter” weaving through opulent halls, a golf-loving gentleman, a dancefloor-devoted wellness queen, a well-travelled family (dog included), and a couple of silver-haired romantics with a thirst for cocktails and chaos. And when it’s time for the big soirée? Enter Tom Wolfe, America’s very first concierge, who makes a legendary cameo as the festivities take full flight.
It’s luxe, it’s playful, and it’s very Fairmont.
“Make Special Happen isn’t just a campaign, it's part of our brand DNA and is the sentiment we make our guests feel,” says Omer Acar, CEO of Fairmont Raffles. “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 94 properties in 30 countries globally.”
The brand has always had a flair for the extraordinary—from hosting the signing of the United Nations Charter in San Francisco to setting the scene for Lennon and Ono’s “bed-in for peace” in Montreal. This campaign doesn’t just honour that legacy—it modernises it, offering a glimpse of what celebration looks like today across bold new flagships like Fairmont Doha and Fairmont Tokyo.
But here’s the twist: it’s not just about ballroom blowouts and velvet-rope exclusivity. Fairmont is proving that “special” isn’t reserved for rare occasions. It’s something that can—and should—be crafted into everyday life.
That’s where the new “Special Happens…” experience series steps in. It’s a collection of curated, bookable experiences tailored for those who crave more than just a hotel stay.
Special Happens... After Dark brings you spa rituals beneath the stars at Fairmont Sonoma Mission Inn or a secret garden dinner in Marrakesh.
Special Happens... In the Wild means sipping afternoon tea on a beach near Fairmont Empress or flying into the wilderness near Whistler for yoga under a waterfall.
Special Happens... Around the Table is where you play chocolatier for a day at Fairmont Orchid or learn ancient Hawaiian imu cooking at Fairmont Kea Lani.
Special Happens... In the Spotlight dives into culture and craft—like visiting the private home of Claude Nobs, the elusive founder of the Montreux Jazz Festival, or learning a generational art form at Fairmont Jaipur.
And yes, the list will only grow.
This isn’t just a repositioning. It’s a reminder that in a world obsessed with fast and fleeting, Fairmont is going long on legacy—and inviting you to do the same. So, whether you're planning a grand affair or just craving a moment that matters, one thing is clear: Fairmont isn’t waiting for special to happen.
They’re making it.
