THE CHALLENGE

Historically, Fairmont’s hotel bars have been places where deals were struck and history was made – showing cocktail culture is about more than just drinks. The bartenders who lead these legendary bars have been shaping cocktail trends for over a century. How did we educate Fairmont’s members to this amazing history?

THE STRATEGY

We introduced Fairmont’s clientele to “The Tastemasters”, the incredible group of bartenders behind the drinks. This was the first time that Fairmont hand selected their bartenders from around the world to ideate and perfect cocktails, together, unearthing a new level of quality and craftsmanship.

THE SOLUTION

We created a digital campaign showcasing The Tastemasters, which allowed them to share their own personal stories and favourite concoctions. The site also included a chance for Fairmont patrons and the like to try their hand at their own mixing – The Tastemaster’s recipes were included on the site, with said recipes being shared through various social platforms.