Warnick + Company, in conjunction with SHR Perceptual Management, was retained to assist Fairmont-Raffles Holdings in creating a global brand strategy for its Fairmont Hotels & Resorts brand. The company, which resulted from the mergers of Canadian National, Canadian Pacific, Princess Hotels & Resorts and Fairmont Hotels, owns and/or manages a collection of some of the finest hotels in North America, Mexico, and the Caribbean. The diversity of culture, property types, and locations led the company to a brand crossroads. Warnick + Company and SHR worked with Fairmont management to create a cohesive global brand strategy to present Fairmont as a single brand with a focused value proposition for its customers.