RAYS FOR DAYS
Atlantis Paradise Island Bahamas came to us to develop their summer campaign with the challenge to bring more personality and impact than they previously had in the past. We soaked up some vitamin D and concepted The Endless Summer campaign to entice travelers to experience a place where summer never ends. This campaign captures the never ending sun, splash, and relaxation at Atlantis Paradise Island. You can swim with dolphins at Dolphin Cay, sip cocktails by the pool, sun bathe at the beach, paddleboard with your family, win big at the casino, have a romantic date night out and so much more … the possibilities are endless. So, what are you waiting for?
Campaign Visual Language
After exploring visual and messaging approaches, we established the “Endless Summer” campaign direction. This direction differentiated Atlantis from competitive offerings and captured the essence of an Atlantis vacation by featuring sun-bleached treated imagery and postcard elements such as wavy lines and handwritten messages. The campaign evokes the feeling of a summer adventure in paradise. The result was more successful than anticipated, increasing the guest bookings and sell outs early.
Our social media approach reinforces the campaign messaging and visuals. Warm, sunny photos and worn textures evoke the warm feelings of summer. Seamless carousel graphics allude to the idea of everlasting fun in the sun. The captions and messaging graphics reinforce the Endless Summer concept, such as pairing imagery of The Royal’s lazy river with the message “float on and on and on …”
Sponsored social media posts, display and digital ads are designed to appeal to two distinct audiences: families and single young adults. Multiple offer subsets and travel partner deals were created for a comprehensive and varied media buy. While the campaign concept remains consistent throughout, the imagery and message speak to two similar audiences with different travel preferences.
Digital Display Ads
When gaining impressions, it was important to communicate the sunny summer vibes consistently through static ads and html5 ads with motion. No matter the size, it was important that each ad positioned the brand in an energetic way with a clear “book now” call to action.