Bahamas may use TV ads to raise public awareness

The Bahamas is relaunching a campaign to raise awareness of its key destination islands. The move comes after the Bahamas Ministry of Tour-ism appointed Fox Kalomaski to handle its advertising.

The country, which comprises 700 islands, has run print and poster campaigns in the past, but may return to TV as it bids to stand out from other Caribbean and long-haul destinations.

Bahamas minister of tourism Neko Grant says: “We need to differentiate ourselves with an innovative and creative positioning.”

Fox Kalomaski joint managing director Gary Jacobs says the campaign will “refocus and reposition” the nation and create distinct identities for the main islands.

Fox Kalomaski will lead the strategic and creative development of advertising, while Total Media, its media arm, will be responsible for the media planning and buying business, believed to be worth about £1m.

The marketing campaign for the Bahamas may begin before the end of the year to establish the islands’ new identity ahead of the traditional start of the holiday campaign season in January.

Fox Kalomaski won the account after pitching against two unnamed agencies. The account had been held by The Salmon Agency for ten years.