Baha Mar global advertising and marketing campaign, LIFE SPECTACULAR, officially introducing the Caribbean resort destination to future guests
Highlighting Baha Mar‘s power to elevate real-life moments for every guest into something spectacular, the campaign celebrates the genuine Bahamian warmth and Baha Mar’s distinct positioning as a one-of-a-kind destination offering a moment in the sun and everything else under the sun.
Created out of Mod Op New York and led by Creative Director Marcelo Cardoso, the campaign celebrates Baha Mar’s definable standpoint as one destination comprised of three world-class brands, each connected to one another by Baha Mar’s vibrant, colourful energy and signature personalised guest experiences. The Caribbean influenced music, unique imagery, and a fast tempo create a dynamic feel that draws viewers in. The campaign centres around what it means to live life spectacularly – from jumping off a seaplane into the Bahamian waters, to kids swimming in the Blue Hole, to taking a spontaneous ocean dip in a cocktail dress, to rolling the dice on a daring bet.
Baha Mar and Mod Op commissioned the Wade Brothers, whose notable projects include Helly Hansen, Adidas, and Nike, to photograph and direct the campaign. The Wade Brothers capture the story of one couple’s Baha Mar experience through two distinct points of view: the husband narrates one spot as a romantic getaway; while the wife narrates the second spot as an enriching and relaxing family vacation, while her child is learning more about the marine life. Each family member experiences the same resort destination, whether looking for “me time” or “we time,” and leaves having fulfilled different personal desires and expectations.
“Baha Mar is a resort destination unlike anywhere else in the world,” says Karin Salinas, Vice President of Marketing, Baha Mar. “Because of this, we envisioned one concept showcasing the overall destination, while also highlighting the unique features of our three iconic hotel partners and the luxury in choice of various accommodations. The feel at Baha Mar is intimate and the spaces are carefully curated to create customised experiences that are personalised and real. We needed to communicate that there is no ‘one size fits all’ approach at Baha Mar. Every nuance of the resort from amenities to special experiences and offerings is purposefully created.”
“The campaign is designed to convey how this spectacular multibillion-dollar development also feels very personal and real, as if the destination is tailored just for you. To capture that emotion, as well as differentiate Baha Mar from more traditional hospitality advertising, we took a bold executional approach using various cinematic techniques, such as abstracted double exposures, sensuously extreme close-ups, with an emphasis on capturing intimate and unscripted moments in time that feel as if you’re experiencing them yourself. Our editing style employed speed changeups throughout the spots, so in places it feels like a scene is frozen in time and you are suspended in the thrill of the moment, such as throwing dice at a casino craps table or caught mid-air as you jump into the Blue Hole pool,” said Marcelo Cardoso, Creative Director, Mod Op.
“When we arrived at Baha Mar, we were inspired by the unexpected and hidden gems. At every turn, there is something new that feels even more unique. We realised that Baha Mar doesn’t feel like one note. We wanted to demonstrate that when you stay at Baha Mar, you have the ability to choose where you want to stay, how you want to stay, and how you want to vacation,” said Lindsey and Lyndon Wade.
Baha Mar is one of the largest hospitality projects ever built in the Western Hemisphere, featuring a collection of world-class partners, including Grand Hyatt, SLS, Rosewood, Jack Nicklaus, sbe, Peter Burwash International and luxury retailers including Bulgari, Cartier, Rolex, Tiffany & Co., amongst others. The resort destination is elevating the vibrant Bahamian experience in ways that have not been done before with the marketing of its unique collection of vacation experiences to both Caribbean enthusiasts as well as potential new visitors.
With Grand Hyatt recently opened and SLS preparing to welcome guests on 14 November, Baha Mar is now moving towards phase three of the project which will arrive with the launch of Rosewood Baha Mar in spring 2018, when the resort destination will offer grand total of 2,300 rooms, suites and villas across three 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 & beaches; Baha Mar Casino; over 40 restaurants, bars and lounges and more than 30 luxury retail shopping outlets.