Baha Mar has launched its global advertising and marketing campaign, Life Spectacular. Designed to officially introduce the $4.2 billion-dollar Caribbean resort to future guests, the ads highlight Baha Mar’s unique ability to remind guests of life’s precious memories.
The campaign was created out of Mod Op New York and led by Creative Director Marcelo Cardoso and the goal was to make the campaign feel as personal as possible.
“We wanted the Baha Mar campaign to feel very real and personal. We wanted the viewers to have a sense of what it's like to be here and to be wandering, discovering the place for yourself. That was the key factor that allowed us to differentiate from a lot of advertisement out there,” Cardoso said.
Baha Mar and Mod Op commissioned the Wade Brothers to photograph and direct the campaign. Known for projects such as; Helly Hansen, Adidas and Nike, the brothers captured the Baha Mar’s experience as told from the point of view of one couple. In the first clip, the husband speaks as if he’s on a romantic getaway while on the second clip the wife speaks as if she’s on a family vacation with her kids, both clips end with the phrase, “This right here now is exactly how I remember it.” The goal is for each family to experience the same resort in their own way and when they leave different desires are fulfilled.
Cardoso said capturing the moments on film demonstrates a sense of spectacular.
"What we love about the hero spot is, in each spot the family members end up doing quite different things and having good experiences but Baha Mar always has a way of bringing them back together at the end and the two spots very intentionally end with the same phrase 'This right here now is exactly how I remember it'". When you have these memories that while you're having it, you think, ‘This is perfect this is exactly how I want to keep it.’” That's when life becomes elevated with a sense of spectacular. For us spectacular isn't so much about just putting on a show it's about making real-life moments resonate in a spectacular way,” he said.
The campaign celebrates Baha Mar as one destination comprised of three world-class brands, each connected to one another by the unique guest experiences.
In a press release, Karin Salinas Vice President of Marketing said the goal was to communicate that there is no one size fit all approach at Baha Mar.
“The feel at Baha Mar is intimate and the spaces are carefully curated to create customized experiences that are personalized and real. Every nuance of the resort from amenities to special experiences and offerings is purposefully created,” she said.
Each individual brand is responsible for its own marketing and has begun attracting visitors to the various websites. Cardoso said the new marketing campaign speaks for all the brands.
“Knowing that the brands will continue with their own marketing efforts, it was extremely important to be creative to be true and relevant to each of the brands and it took quite a bit of exploring to figure out what was the right tone, the right suitability. Taking the brand attributes from each one of the different properties and trying to funnel that into a look and feel that could speak to all of those brands,” he said.
Grand Hyatt recently opened and SLS is now preparing to have its soft opening on November 7 and opening its doors to guests on November 14. The hotel is now moving towards phase three of the project which will arrive with the launch of Rosewood Baha Mar in spring 2018. The resort is projected to offer a grand total of 2,300 rooms, suites and villas across prominent hotel brands: Grand Hyatt Baha Mar, SLS Baha Mar and Rosewood Baha Mar. Resort amenities are shared among all hotel guests, including ESPA-branded spa; Jack Nicklaus Golf Club; Peter Burwash International tennis courts; pools and beaches, Baha Mar Casino; over 40 restaurants, bars and lounges and more than 30 luxury retail shopping outlets.
MEDIA CONTACT: Dawn Demeritte | Senior Executive, Communications | Bahamas Ministry of Tourism & Aviation | firstname.lastname@example.org