Bahamas starts ad offensive to ward off a recessional lag

The Bahamas is launching a campaign to encourage tourists to continue visiting the luxury destination despite the looming recession.

The ads, which break this weekend, aim to give the islands “a character and personality” to get the destination on people’s agenda for their next holiday. The campaign is aimed at ABC1s and pre- and post-family consumers across the UK.

The campaign, which will run across press and outdoor, will show local people telling their stories about the islands. The campaign has the strapline “In the island of the Bahamas, every story starts with a smile”.

A spokesman for The Bahamas Tourist Board says/ “For the first time, the ads will break its conventional beach-and-sea images and feature real people who can take holidaymakers diving, golfing and snorkeling.”

The ads will break in the national press, including The Times, The Daily Telegraph and The Observer. An outdoor campaign will run on London Underground and network rail stations, and there will be ads in travel magazines, on travel websites and radio.

In 2007, the Bahamas received about 45,000 UK holidaymakers. This campaign aims to maintain this number as it fears that consumers will opt for cheaper holiday destinations in the economic downturn.

The campaign is developed by The Bahamas Tourist Board’s creative agency Fox Kalomaski.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here