To celebrate Canada’s 150 birthday, Fairmont wished to create a very personal content piece that would serve as an homage to Canada, and help tell the story of this very iconic Canadian brand.
Although a long-time partner, VRX was selected from a competition of agency proposals.
Our selected idea: to write a simple love letter to Canada, from the inspired Fairmont employees across the country. The proposed video message could be shared in-room and across a variety of digital channels.
Collaborating with the client, we worked to create the brief and make it a very personal affair that would capture the unique employee stories and their relationship with Canada. We invited Fairmont employees across Canada to submit their personal stories. The VRX Videography Team crossed the country to interview and capture the individual experiences. These were shortlisted from more than 400 entries to provide diversity.
"I just watched it and had to try hard not to cry in studio!! It's so beautiful! And SO fitting right now...who knew when we started it that it would be so poignant! Great job!"
Director, Marketing Programs, Americas, FRHI Hotels & Resorts
The final short film blended the interviews with a curated selection of some the most iconic destination content. It was a poignant and emotional result that shared the personal stories of exceptional employees, while truly capturing the sentiment of the Fairmont brand and building a powerful connection to the general public.
The Love Letter to Canada video became one of the most successful videos in the Fairmont collection and has been up for multiple awards.
Produced in the both English and French, the video explored new ways for the brand to tell stories while sticking within the scope of its well-established brand standards. The video served to humanize the Fairmont brand and showcase its patriotic personality and share the warmth and passion of its employees.