Fairmont Hotels & Resorts welcomes film icon Susan Sarandon as new global brand ambassador
PUBLISHED January 26, 2020
Fairmont Hotels
& Resorts has announced a new Global Brand Ambassador the Oscar-winning
actress and UNICEF Goodwill Ambassador, Susan Sarandon. In this unique role,
Ms. Sarandon will star in a global brand campaign that will portray the
transformative power of travel, connecting Fairmonts history and majestic
hotels with modern sensibilities and the dreams of a new generation of
travelers. The campaign is expected to be revealed in key markets around the
world in Spring 2020.
"Fairmont and Susan Sarandon share a spirit of adventure, a passion for
thinking globally and acting locally, and a history of turning words into
action," said Sharon Cohen, Vice President, Fairmont Hotels & Resorts. "We
chose Susan to represent the essence of Fairmont - representing a strength of
character and timeless sophistication."
The collaboration between Ms. Sarandon and the Fairmont brand will focus on
their shared values. Both Fairmont and Ms. Sarandon are dedicated to
professional excellence and award-winning achievement. With Oscar, BAFTA, and
SAG awards, along with a filmography of over 100 films, Susan Sarandon
continues to inspire audiences with new work, including roles in The
Meddler, The Jesus Rolls and Ray Donovan.
"It is a privilege to work with Fairmont, a company for whose values I have
great respect and whose extraordinary hotels are a joy to experience," said Ms.
Sarandon. "Together we hope to convey a sense of life as a grand journey that
we hope will be meaningful and inspiring to guests and fans of Fairmont around
the world."
Similarly, Ms. Sarandon is known among her industry as a trailblazer who leads
with her heart. From her early work in the cult classic film, Thelma
& Louise, to her recent performance as the face of Roger Viviers
autumn/winter 2019 campaign, and starring in the 2016 music video "Fire", by
French electronic-pop duo Justice, Ms. Sarandon consistently portrays strong
characters with independence, grace and great authenticity - qualities that
Fairmont holds in high esteem.
Fairmont also shares Ms. Sarandons commitment to environmental concerns, and
her passion for exploration. Fairmonts first hotels, which can easily be
described as grand castles, were born in the rugged hills of California and the
majestic Canadian Rockies. The intrepid William Cornelius Van Horne chose the
site of the Fairmont Banff Springs with the remark, "If we can't export
the scenery, we'll import the tourists."
Fairmonts pioneering approach to hospitality extends to its mission for
preserving and protecting the landscapes it calls home. Nearly 30 years ago,
Fairmont became the first luxury hotel brand with a comprehensive and global
sustainability program, that now forms part of the Accors Planet 21 program.
Along the way, the brand has built an enviable reputation as a company that
continuously invests in its colleagues, guests, and destinations in order to
provide genuine hospitality and authentically local guest experiences in
diverse parts of the world, without compromising long-term sustainability and
responsible tourism. Over the last few years, standout initiatives have
included the brands 2015 pledge in coordination with WWF to reduce CO2
emissions, its 2018 commitment to ban the use of single-use plastic straws and
its ever popular Bee Sustainable program, launched in 2008, which focuses on
bee habitat protection and pollination.
The new partnership with Ms. Sarandon further builds on Fairmonts history of
connections in the world of cinema. Generations of filmmakers and directors
have focused their cameras on Fairmont properties to portray luxury
accommodations that truly represent their destinations. As part of its Fairmont
Loves Film event series, the brand has also worked with film director and
screenwriter Gia Coppola as well as artist Cuba Tornado Scott, who created a
short film at Fairmont San Francisco exploring Fairmonts historic connections
to the world of cinema and the attachment to the brands legendary hotels.
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