The campaign asks the audience a simple question: "Why Do We Vacation?" The answers are revealed visually by highlights of amazing moments that families, individuals, and friends share while experiencing Atlantis together.
PARADISE ISLAND, THE BAHAMAS – Atlantis, Paradise Island resort in The Bahamas recently launched a new multi-platform advertising and branding campaign entitled “Why Do We Vacation” which is showcased throughout television, digital and social mediums. In conjunction with the award-winning creative agency GoConvergence (GOCO), the family-friendly ocean-themed luxury resort created, developed, and produced the innovative concept that taps into consumers’ emotions and helps them answer an important question they may not have considered in the past. The campaign is designed to create bite-sized pieces of content that resonate in a world where consumers are overwhelmed with content and have limited attention spans. The goal was to create content that breaks through the clutter and makes all consumers pause and recognize the importance of taking a vacation – something we can all lose sight of in today’s world.
The campaign asks the audience a simple question: “Why Do We Vacation?” The answers are revealed visually by highlights of amazing moments that families, individuals, and friends share while experiencing Atlantis together. One of the family spots features a mother enjoying time with her family at Atlantis as the video prompts “Why Do We Vacation?” As the mother is then shown going down the iconic Leap of Faith water slide with an ecstatic smile on her face, “That’s Why” appears on the screen.
“The campaign plays to consumers’ emotions and encourages them to take a moment and truly ask themselves why they vacation,” says Marcy Miles, Senior Vice President of Sales and Marketing for Atlantis. “These feel-good spots answer the question with a clear ‘That’s Why.’ We take vacations to reconnect with our families, friends, and ourselves and our campaign highlights that connection while showcasing the various experiences available at one of the most unique and amazing destinations in the world.”
With a mix of :30 and :15 brand spots focusing on a variety of individual segments of an Atlantis experience including Aquaventure, Dolphin Cay Atlantis, Atlantis Casino and more, the campaign expands beyond Atlantis’ core target of families to friends, couples and multigenerational travelers. The flexibility of the format keeps the content fresh and provides new glimpses into Atlantis throughout the year. “Why Do We Vacation” tells the story of Atlantis and why consumers should experience the #AlwaysAmazing resort for their next vacation.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
