Expertise
- Creative Design
Client:
Bahamas Tourist Office
Industry
Impact
+ 71%
Increase in salesCombining storytelling and innovation
In a highly competitive market, setting any travel destination apart requires a move away from convention.
The strategy
With a modest budget, Logic+Magic developed a creative approach for The Bahamas Tourist Office that would inspire would-be travellers, showcase the unique beauty of The Bahamas and steal share from the rest of the Caribbean.
Using real stories from island life to reveal the culture in a truly authentic way, Logic+Magic were able to generate significant uplift forThe Bahamas at a time when other Caribbean destinations were delivering negative growth.
The solution
We launched our 'Every story starts with a smile' campaign with press ads, London Underground Posters and digital advertising.
We also created 'The Bahamas 16 Islands Wedding Invitation' – a UK wide promotion that saw 16 couples win their wedding and marry simultaneously in 16 ceremonies on the different islands. This resulted in 901 entries, 13,705 guests opting to receive information from The Bahamas Tourist Office and Kuoni increase sales year on year to The Bahamas by 71%.
We brought together Canon, British Airways and the National Film & Television School to launch our innovative '14 Islands Film Challenge'. This saw 14 budding filmmakers travel to The Islands and create stunning films with their own individual stories. This provided campaign content that was utilised beyond the initial campaign.
The impact
With an award-winning and innovative marketing strategy that spanned 4 years and 3 campaigns, we were able to bring The Islands of The Bahamas to life with authentic storytelling and distinctive content that would capture the imagination of UK travellers.
Increase in sales
New contacts
Year on year
