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.Friends of Fuse
Sign up for our latest news, updates, and cat GIFs. You won’t regret it. You'll be able to unsubscribe at any time by clicking on the unsubscribe link at the bottom of our emails.
FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)
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 of 2015.