Spafax, a leading custom  publisher in Canada, has added Fairmont Hotels & Resorts as a client. In October, Spafax won the contract to publish the biannual Fairmont Magazine from Augusta, Ga.-based Morris Publishing Group and is prepraring a redesigned magazine for March 2009, as well as a full-fledged relaunch issue and event for Sept. 2009.

Fairmont Magazine is distributed through guestrooms at all Fairmont hotels and Spafax plans to develop editorial that's suited to the laid-back traveller.

"We really studied the way people read this magazine," Arjun Basu, editorial director for Spafax, told Marketing. "A hotel magazine is read at a time of complete relaxation, so the idea of someone sitting there being bombarded with commercial messages seemed wrong."

The previous incarnation of the magazine focused heavily on each resort’s communities and services. That content will now be moved to a corporate section at the back of the book, according to Marketing.

The revised publication will carry features covering lifestyle, travel, culture and health, "while also showcasing Fairmont’s pioneering commitment to responsible tourism, its enduring connection to the local communities in which it operates, and its focus on providing healthy lifestyle options for guests and colleagues alike," according to a release.

Spafax has also redesigned the magazine's front-of-book, now called "The Lobby," featuring "news, engaging tidbits and columns from around the globe." 

“The Fairmont Magazine is a high-impact medium that enables us to connect with our guests on a more personal level,” said Brian Richardson, vice president of brand marketing for Fairmont Hotels & Resort in a release. “Spafax’s expertise and understanding of custom media will help us take the magazine to the next level, while ensuring it remains stylish, engaging and reflective of Fairmont’s unique brand positioning.”