The campaign’s main aim is to tap into the emotions of consumers by answering the all-important question: Why Do We Vacation?
Atlantis Paradise Island, a luxury resort in the Bahamas, has launched a multi-platform branding campaign across television, digital, and social media themed ‘Why Do We Vacation’. The primary objective of the push is to tap into the emotions of consumers to answer the all-important question.
Developed by creative agency, GoConvergence, the marketing exercise features bite-sized pieces of content to break through the clutter, capture the attention of tourists, and focus on the importance and need for holiday-making. Targeting individuals, couples, and families, the main idea is creating ‘amazing moments’.
A key element driving the initiative is a commercial depicting a mother’s enjoyment in the company of her family while on a breakaway weekend. Sliding down the theme park’s iconic Leap of Faith water slide with an ecstatic smile on her face, she provides the answer with a whopping ‘That’s Why’.
A collection of 15- and 30-second spots, each is a showcase of the hotel destination’s unique experiences. From Aquaventure to Dolphin Cay to Atlantis Casino, the campaign extends beyond its standard target audience to include multi-generational travellers through the incorporation of an #AlwaysAmazing theme.
“These feel-good spots answer the question with a clear That’s Why. We take vacations to reconnect with ourselves and loved ones. Our campaign highlights that while showcasing the various experiences we have available,” said Marcy Miles, Senior Vice President of Sales and Marketing at Atlantis.