A new $4.2B Bahamian resort destination, Baha Mar is in a class of its own designed to feel intimate and personal. We helped launch the brand from an initial brand strategy to a $25M global ad campaign that positions Baha Mar as a luxury destination that's designed entirely around your custom tailored moment in the sun.
Luxury travelers seek personal and unique experiences as getaways from busy lifestyles but large Caribbean resorts often feel mass marketed and impersonal. Our challenge was to attract a new demographic of luxury travelers to The Bahamas by highlighting Baha Mar’s ability to craft spectacular experiences personalized to a traveler’s individual tastes and needs.
We worked with Baha Mar across every marketing touchpoint: from TV, digital, e-mail, print and OOH to on-property channels such as in-room videos, print collateral, wayfinding, signage, and branding for Baha Mar restaurants and events.
We created two hero TV spots which revolved around the central narrative of one couple's vacation through two distinct points of view. The husband narrates his spot as a romantic getaway, while the wife narrates her spot as an enriching and relaxing family vacation. Each of them finding their own kind of spectacular Baha Mar moments.
We created print ads for various trade and travel magazines designed to showcase the wide range of choices at Baha Mar in expansive fold outs.
We shot a library of lifestyle photography to bring the brand to life across all platforms.
OOH executions were customized for each location, from Times Square to airports to the Florida interstate.
Since successfully launching Baha Mar, a $4.2B dollar integrated Caribbean resort, our relationship has continued to grow and our creative has been recognized as some of the best in the industry.