The Bahamas Roll Out New Ad Campaign
The Islands of the Bahamas will showcase the destination in a new multi-million dollar advertising campaign designed to display some of the islands’ most compelling features – turquoise water, stunning beaches, friendly people and the laidback lifestyle that transports vacationers millions of miles from their everyday cares.
The ad, the first in a series, will feature several celebrities associated with The Bahamas including former NBA star and actor, Rick Fox , supermodel Shakara Ledard and world-famous illusionist David Copperfield , a resident of The Bahamas. Shot on location Jan. 16-20, the campaign called “Behold,” will showcase these celebrities interacting with the striking beauty found throughout this nation of diverse islands.
The Bahamas attracts many high profile visitors, along with millions of mainstream travelers each year (The Bahamas welcomed approximately 5 million visitors in 2012), and all of them enjoy a similar experience of secluded beaches, authentic hospitality and world-class sailing, fishing, diving and more.
Fox and Ledard, both of whom spent childhood years in Nassau, are natural spokespeople for the destination. Among Ledard’s modeling credits are several Sports Illustrated Swimsuit issues, including a 2005 layout shot on Andros, Bahamas. David Copperfield is one of the islands’ most famous second-home owners having purchased The Islands of Copperfield Bay (formerly Musha Cay) in Exuma.
The campaign, created by the Zimmerman agency, is scheduled to launch in the near future with 0:30 and 0:60 second television spots, print, and out of home formats. The television spots are directed by Nigel Dick who has previously worked with Cher, Guns & Roses, Celine Dion, Britney Spears, Oasis and The Backstreet Boys among others. Robb Aaron Gordon, a lifestyle and celebrity photographer whose credits include Ritz-Carlton, Rolex, Four Seasons, Cindy Crawford and Princess Cruises, will shoot the print ads.
“We are very excited about this new campaign. Celebrities have always come to The Bahamas for the beautiful beaches and water, and the utter sense of escape that our lifestyle here provides. What we really want to say with this campaign though is that you do not have to be a celebrity or millionaire to enjoy that same beauty. Behold, The Bahamas are right next door and totally within your reach,” said Hon. Obie Wilchcombe , Minister of Tourism for The Bahamas.