Fairmont
Background
The Fairmont Western Mountain Region brand was officially launched six years ago, via a tactical campaign website. The focus on the website was to prioritize the benefits of the destination by connecting travelers with relevant commercial and tourism partners, and by launching seasonal campaigns that drove traffic to this specific website.
Idea
Fairmont hotels offer unrivaled presence. The Fairmont brand promises top notch service, everything at your fingertips in charming, grand hotels that honour history and communities they’re embedded within. In the Western Canada region, each Fairmont location (Banff Springs, Chateau Lake Louise, Jasper Park Lodge and Chateau Whistler) is an unforgettable grand hotel in the heart of a unique destination—in the centre of a remote national park, beside one of the most photographed lakes in the world, at the base of one of the world’s most awe-inspiring ski hills.
The opportunity exists to revitalize the brand to ensure the regional brand is telling a broader story that not only includes its awe-inspiring surroundings in the destinations they operate in, but to also put more emphasis on telling the story about the hotels themselves. Invigorating the Fairmont’s Western Mountain Region brand known as THIS IS CANADA weaves together the Fairmont brand promise and the four resorts, ensuring that visiting and experiencing a Fairmont resort is seen as the only way to travel to the Western mountain region of Canada.
Credits
Created at One23West
Creative Director: Jeff Harrison
ACD: Eric Seymour
Lead Designer: Lenny Kai Yang
Writers: Jason Perdue, Jessica Liew
Year
2021