Hotel Chain Lures Travelers to Canada With Custom Insert

Share this content:
Fairmont Hotels & Resorts ran its first insert in the August issue of American Express Publishing's upscale Travel + Leisure magazine, aiming to entice U.S. travelers to visit its properties in Canada this summer.

The four-page insert, headlined "There's Only One Way to Experience Summer," appears in the subscriber copies of Travel + Leisure. Another 250,000 are being distributed as brochures at Hudson Newsstands at New York, Chicago, Los Angeles, Atlanta, New Jersey and Seattle-Tacoma airport locations.

"It was purely about delivering a message in an editorial-like way and delivering it in a highly targeted manner," said Joanne Katsch, vice president of custom solutions at American Express Publishing Custom Solutions, New York.

Travel + Leisure has a monthly circulation of 978,502 (35,961 of it is newsstand sales) and a claimed readership of 4.7 million affluent travelers. The magazine, part of a portfolio that includes Departures and Food & Wine, leads the travel category in circulation, newsstand sales and audience numbers. It also claims to lead the travel set with the most ad pages.

Fairmont's custom insert has images of scenic locales and Fairmont properties, linking that content with local festivities. Hotels promoted include Fairmont Empress in Victoria, British Columbia; Fairmont Palliser in Calgary; Fairmont Hotel Vancouver; and Fairmont The Queen Elizabeth in Montreal.

American Express cardholders who respond to the promotion get special summer rates for staying in a Fairmont property, be it a castle, lodge or a modern retreat. For reservations, readers are asked to call a toll-free number or visit

For more visibility, staff at participating Hudson Newsstands are donning aprons that proclaim, "Summer. There's Only One Way." Special bookmarks were distributed in cities like New York.

"We'd love to do similar deals with other companies in other luxury lifestyle categories," Katsch said. "[And] we'd love to expand our relationship with Fairmont."

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above