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The signs outside some of Canada's most famous hotels will stay the same. But for marketing purposes, the names will never be the same.

The Royal York in Toronto is now officially the Fairmont Royal York. Similarly the Fairmont brand name now gets first billing at the Fairmont Château Laurier in Ottawa, the Fairmont Banff Springs in the Rockies and the Fairmont Algonquin in St. Andrews, N.B.

Toronto-based Canadian Pacific Hotels & Resorts is changing the names of its 21 luxury properties in Canada to bring them into line with its international empire. Last October, the chain bought a 67 per cent interest in Fairmont Hotels of San Francisco. It has been using the Fairmont brand name for a year now for its hotels in the U.S., Mexico and the Caribbean. By bringing the Fairmont brand to Canada, Canadian Pacific hopes to bring consistency to its marketing message worldwide. However, it has been careful to retain individual Canadian names that have historic significance.

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In two of the most dramatic name changes, the Lombard in Winnipeg will become the Fairmont Winnipeg and the Château Mont Tremblant will become the Fairmont Tremblant. Staff

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