The high-end brand announced the launch of a series of events called "Fairmont Loves Film". The opportunity for the Canadian brand to promote itself by highlighting its historical links with the 7th art.

Fairmont Hotels & Resorts, which recently unveiled the Fairmont Loves Film program, is leveraging its partnership with the Toronto International Film Festival to attract big-screen stars and strengthen its relationship with film.

Composed of ephemeral animations and a photographic retrospective in Toronto, London and Shanghai, these events will be primarily an opportunity to recall that Fairmont properties were used as settings for blockbusters. Among the most popular: Death on the Hunt (1959), JFK (1991) or Gatsby the Magnificent (2013). In a fast-growing luxury hotel industry, brands are highlighting their heritage to assert their identity and assert their position in a highly coveted market.

As we mentioned in our dossier Why is experience the new luxury?, the brands that manage to promote their stories are the ones that distinguish themselves among luxury goods customers. An opportunity for Fairmont Hotels & Resorts (created in 1907) to link the fame of its former properties with its recent openings.