Lenny Kravitz and The Bahamas Ministry of Tourism & Aviation have launched a tourism-inspired push inviting travellers to the archipelago.
The Bahamas Ministry of Tourism & Aviation has partnered with Bahamian-American music icon, Lenny Kravitz, to run a multi-channel advertising campaign that celebrates the authenticity of the destination and welcomes discovery amongst travellers seeking action and reflection from their sojourns.
The main television commercial is set to the tone and lyrics of his classic hit, Fly Away. Meanwhile, other supporting marketing collaterals have been designed around the rock legend’s deep personal connection to the place and captures his adrenaline rush from exploring the archipelago by boat and plane.
The adventure takes him across 100,000 square miles of pristine beauty. A dichotomy of personalities, the numerous naturally-occurring islands of The Bahamas offer adventure, yet call for beholders to take their time. The spot underscores this powerful appeal, using music as its message.
Penned on local shores, the song is inspired by the white sand beaches, crystal-clear waters, and countless summers Kravitz spent with his grandparents and mother, the Bahamian-American actress, Roxie Roker. Behind-the-scenes video follows him around Eleuthera, his home base and where he records his music.
Digital content dissemination will support The Bahamas Ministry of Tourism & Aviation in its efforts to draw attention to the islands of the Caribbean attraction. These include Andros, Bimini, Freeport, The Exumas, Cat Island, The Abacos, San Salvador, Acklins, and more.
The exercise has introduced billboards in New York City, Atlanta, Miami, Fort Lauderdale, Orlando, and Houston. The strategy also includes a subway station domination of Columbus Circle in New York City, a presence at Sawgrass Mall in Florida, and aboard Brightline passenger trains in South Florida.
“The Bahamas is absolutely inspirational. This campaign demonstrates that to consumers in a true way by sharing the many stories of our people and their islands with the world. Setting it to perfect music is icing on the cake,” said Joy Jibrilu, Director General, The Bahamas Ministry of Tourism & Aviation.
Beyond television and out-of-home advertising, the push also spans search, social media, programmatic, and display. The key objective is to reach consumers of news, entertainment, and information. Communications firm, Tambourine, specialised in destinations and hotel ecommerce, helped create the work.