Client: Fairmont Hotels & Resorts
Audience: Wealthy, on-the-go, international travelers, primarily from North America. Successful, well-educated and worldly, the Fairmont customer demands the best and expects it вЂ“ whether it is in their choice of hotel or in the media they access through that hotel.
Relaunch an existing magazine for an international luxury brand, where the majority of the customers are North American but the majority of the growth is international.
We created an up-market, international magazine that feels “local” everywhere. We have segmented certain markets (Canada, the Middle East) where numbers warrant. As sales increase, we will increase the two-issues-a-year frequency to four issues. We have also recently launched digital media to fully integrate with Fairmont's already strong Web presence, and are in the process of creating themed stand-alone magazines focusing on Weddings, Golf, Food & Wine, etc.
Increased ad revenues, more media opportunities (in digital and mobile, for example), and enhanced customer satisfaction.