TORONTO Fairmont Hotels & Resorts has launched a consumer advertising campaign, marking its first major branding effort since Fairmont merged with Canadian Pacific Hotels two years ago. The merger created a hotel company which today carries 37 Fairmont properties in its portfolio.
Ads carrying the tagline “Fairmont Hotels & Resorts – Places in the Heart,” appeared yesterday in The New York Times Sophisticated Traveler insert and will run in other consumer books, including Conde Nast Traveler, Travel & Leisure, Architectural Digest, Gourmet, The New Yorker, Vanity Fair, Vogue, Forbes, Fortune and New York magazine.
Photographic images used in the print ads are meant to be evocative, according to Fairmont, and use simple copy aimed to convey to consumers that “a stay at a Fairmont hotel impacts the guest long after they leave.”
Fairmont has made a big push of late into the resort market, with plans for a new-build in Puerto Rico and with the purchase of the Kea Lani Resort in Wailea, Maui. The company has cited resort expansion as one of its long-term strategies.
A number of upscale hotel companies have recently launched new campaigns, including Wyndham International, which is promoting its “By Request” guest recognition program in a $30 million marketing campaign. (3/5/01)