WE LAUNCHED THE LARGEST INTEGRATED RESORT DESTINATION IN THE CARIBBEAN...
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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?
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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.
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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.
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Services Provided
Media Relations +
News Bureau
Business Strategy