The Bahamas was known for its two ports that served as quick stops for cruise ships, a perception that ignored the country’s greatest advantage: a 700-island archipelago. Working with multiple offices and disciplines for Fallon and Duffy, I helped make this island nation’s multiplicity be heard loud and clear.
With a new brand alive and breathing, a brand book helped its voice be heard among the many Bahamas Ministry stakeholders across the archipelago.
Island Hop Tour
14 main islands. 22 panoramic views and videos. Unlimited vacation ideas.
Our “Escape” campaign appeared on major travel sites with search results for warm-weather getaways.
We merged three websites into one new site, reinforcing the voice on primary pages.
3,000 Words Before the Brief
Early in the project I traveled to The Bahamas with my Fallon teammates to experience as much as possible in seven days and to come back with insights for the entire team. During our stay I took detailed notes. Upon our return I wrote an essay, Pilgrimage In The Bahamas, and shared it with the team.
When the Account Director called me to say, “You made me cry — but thanks, you also wrote the brief for me,” I was happy to help the team. And when The Bahamas Minister of Tourism read a passage from my essay during the brand launch press conference in New York, I was stunned.