Fairmont Hotels & Resorts Present F-scapes
With the busy summer travel season quickly approaching, Fairmont wanted to showcase its unique experiential destination-based guest packages in an impactful and engaging way. Their objective was to entice holiday-goers to Fairmont properties, increase incremental sales and generate overall awareness of Fairmont’s location-based guest experiences.
The Situation
Fairmont set its sights on convincing travellers that its unique, destination-based, experiential guest packages were the best way to spend their hard-earned summer holidays. Their “Experience North America” initiative consisted of 45 packages that would inspire travellers to eagerly anticipate their next getaway – experiences ideally suited to their individual interests and that would connect them to their chosen destination. The result would be a memorable and meaningful getaway that would leave each traveller wanting more.
The Breakthrough
When it comes to choosing a holiday destination, seeing is believing.
Online travel videos have proven to be a powerful way to inspire travellers and convince them to choose/book a destination. For Fairmont, the key was to demonstrate that the luxury hotel chain actively catered to the experience-seeking 30-40 year old, Fairmont’s ideal audience.
Our approach was to create videos that highlighted four categories: Adventurous, Cultured, Epicurean and Relaxing. They were given a home on Fscapes.com where they would help travellers connect with the company’s exceptional North American properties and their one-of-a-kind guest packages, available exclusively from Fairmont.
Using a diverse mix of user-generated Go-Pro footage from winners of a previous Fairmont campaign, we created 54 distinctive yet cohesive 30-second videos to showcase each property in English, French and Spanish. Sizzle reel videos were also created for paid social media support; other campaign elements include email blasts, online and print ads, PR support and local level marketing.
The Payoff
The F-Scapes campaign helped to reposition the Fairmont brand in a more contemporary light. We reached over 25 million customers, and surpassed our goal of $10M in total revenue. The F-scapes campaign successfully reaffirmed Fairmont as the source for luxury experiences for the adventurous, jet-setting traveller.
And to top it all off, F-scapes recieved one of the highest honours in its own industry: The Hospitality Sales and Marketing Association International (HSMAI) awarded the campaign a Marketing Gold in the prestigious Adrian Awards Competition.