The Story

Over the last few decades, Fairmont has become the quintessential luxury hotel brand of
Canada, with 19 locations that host countless international and local guests. The Fairmont Hotel
Vancouver asked us to capture their rich history and modern flair through a series of campaigns.

Lifestyle Photo & Video

The Hotel Vancouver was looking for photography that communicated the essence of their brand, the experiences they offer, and the stories of their hotel, staff, and guests. Fairmont is a heritage luxury brand with an 80-year history, which is simultaneously a fun and modern travel destination, so we created a series of campaigns to highlight these two aspects. While each campaign told a different story, they were all focused on the hotel’s charm and desirable qualities as a destination point. The hotel’s heritage and elegance was portrayed through “The Lady in Red” campaign.

The Jimmy Choo campaign told the story of Fairmont’s style and spontaneity. The lifestyle photography we shot created short stories that Fairmont guests could star in. The World-Class Wild campaign, which was awarded a bronze medal at the 2017 HSMAI Adrian Awards, invited guests to create their own story that they would tell for years to come. Individually, each of these activations told a different brand story
through their visuals alone. Over a 15-month period, Hotel Vancouver’s organic Facebook reach increased by 205%, Facebook engagement increased by 250% and their Instagram follower amount grew by 110%.

World Class Wild Campaign

As local legend has it, the hotel is enchanted by a friendly ghost known as “The Lady in Red”, who is the spirit of a popular hotel patron that passed away in a car accident in the 1940s. To modernize the story, we used a short campaign (leading up to Halloween) featuring new visuals and created a series of desaturated photos and cinemagraphs that led up to an atmospheric video. Fairmont Hotel Vancouver was given the opportunity to collaborate with Jimmy Choo for an Afternoon Tea on their rooftop. We photographed the Jimmy Choo-themed tea tier and the exclusive shoes for sale at the event with the goal of maintaining the aesthetic and brand standards of our client, while also capturing content for Jimmy Choo to repurpose.

The vision for the hotel’s lifestyle shoot was to reflect the emotions and memories of guests who stay at the Hotel Vancouver. Through capturing hotel guest moments, seen through the lens of the Fairmont brand, we presented a stylized, yet relatable, aspect of the personal connection between potential guests and the Hotel Vancouver lifestyle. In 2017 the six Fairmont locations in BC launched #WorldClassWild, with each offering a new collection of luxury travel experiences. For this, we created original visual content and engaging Facebook Canvas ads for an interactive, multimedia experience. Part of the experience, “Tea to Train Tracks”, included a partnership with Rocky Mountaineer. Our crew took one of their journeys across the province to document the romance of luxury train travel and highlighted the service, cuisine, and guest interactions.