Since its creation in 1907, Fairmont has been deeply connected to magnificent destinations from the big city sights of New York to the spectacular landscape of Canada’s Rocky Mountains. Today, the brand has a portfolio of over 80 properties where sustainable development is a key element. It was in this spirit that Fairmont launched its new global campaign, “Experience The Grandest of Feelings”, in September. This campaign marks a new chapter in the brand’s exciting history and showcases its innovative vision that is firmly rooted in the power of nature.

Sustainable development at the core of Fairmont’s DNA

A leader in responsible tourism, Fairmont was the first luxury hotel brand to adopt a global sustainability program. This commitment is now part of Accor’s dedicated program, Planet 21.

Now more than ever, guests are eager to travel and seek out adventures that are respectful the environment, while discovering local landscapes once again. With its new campaign, the brand reaffirms its unwavering commitment, and goes even further by proclaiming its passion for nature through stirring images that pay tribute to the visionaries who created Fairmont’s first hotels.

The campaign’s film is testament to the iconic character of these locations and reveals breathtaking images that connect natural landscapes to Fairmont destinations. Moments suspended in time that make stylish journeys unforgettable, whether in the desert, the mountains, or tallgrass prairie.

The star of the film is actor Susan Sarandon, who is the global ambassador for Fairmont Hotels & Resorts. She was a natural choice for Fairmont's campaign, sharing a similar spirit of adventure and openness to the world, combined with a passion for thinking locally and translating words into actions.

A campaign that shines all over the world

To celebrate the launch of the campaign, the brand hosted an exclusive event on October 7 at The Plaza, a Fairmont Managed Hotel, in New York. The evening included the unveiling of an exceptional installation inspired by Fairmont's longstanding commitment to the environment, as well as a special reading of a poem titled, “That Fairmont Feeling” by poet Cleo Wade's written to celebrate and illustrate the campaign through the power of words. Cleo Wade and actor Henry Golding were the guests of honor at the event, which can be relived in the video below:

Following the successful launch of the campaign in New York, the brand made its mark in Dubai with an impressive, lush “Experience The Grandest of Feelings” installation centrally located at Dubai’s International Financial Centre (DIFC), at Gate Village. The windows in the center of the installation transform into digital displays that bring it to life with creative assets of the poet advocate, poem, and amplification of the installation. The installation is available for passersby to experience until Sunday 29th October.