WE LAUNCHED THE LARGEST INTEGRATED RESORT DESTINATION IN THE CARIBBEAN...
CHALLENGE
How do you open a new resort in a highly saturated and competitive market, and break through the clutter to create the most talked about, must-see destination in the Caribbean?
CREATIVE STRATEGY
Parasol positioned the $4.2 billion integrated-resort destination, Baha Mar, and its collection of world-class hotels, restaurants, nightclubs, casino, golf and spa - as the “next generation” contemporary travel experience: the resort of tomorrow you go to today.
We implemented a strategic marketing and public relations campaign with 12 months of timed news releases and promotional exposure, breaking the story in The New York Times, followed by a deliberate sequence of print, digital, broadcast and social media spots, along with scripted and unscripted television.
RESULTS
The launch campaign reached five countries, generated more than 2.5 billion media impressions and over 800 media placements in Baha Mar’s first year of business… ultimately breaking the Internet.
Services Provided
Media Relations +
News Bureau
Business Strategy
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