FAIRMONT HOTELS TAKES ITS PLACE
By Adnews Staff
Toronto-based Fairmont Hotels & Resorts has registered a new consumer advertising campaign with that city's Harrod & Mirlin/FCB. The print effort is the first advertising the company has launched since branding its portfolio of hotels under the Fairmont banner late last year. Canadian Pacific Hotels & Resorts, whose brands included Fairmont, Canadian Pacific Hotels and Delta Hotels, announced the branding strategy in December. It had acquired a 67% ownership in Fairmont Hotels & Resorts the year before and had been operating its hotels in the U.S., Mexico and the Caribbean markets under the Fairmont brand. The new ad campaign includes the tagline "Fairmont Hotels & Resorts - Places in the Heart." The campaign's creative, targeting high-end luxury travellers, is designed to show how a stay at a Fairmont hotel impacts guests long after they leave, earning a "place in their heart." Ads are running in Canadian Business, Maclean's, Executive Edition, Elm Street, Vancouver Magazine and Plaisirs de Vivre. The campaign is scheduled to run throughout the year.