New Caribbean resort project Baha Mar has officially launched its global advertising and marketing campaign, LIFE SPECTACULAR, officially introducing the $4.2 billion dollar integrated destination to future guests.
Aiming to highlight Baha Mar's power to elevate real life moments for every guest into something spectacular, the campaign celebrates Bahamian warmth and Baha Mar’s distinct positioning as a destination offering a moment in the sun and everything else under the sun, according to the resort.
Created out of Mod Op New York and led by Creative Director Marcelo Cardoso, the campaign aims to celebrate Baha Mar’s definable standpoint as one destination comprised of three brands, each connected to one another by Baha Mar’s energy and signature personalized guest experiences. Caribbean influenced music, unique imagery, and a fast tempo try to create a dynamic feel that draws viewers in. The campaign centers around what it means to live life spectacularly - from jumping off a seaplane into the Bahamian waters, to kids swimming in the Blue Hole, to taking a spontaneous ocean dip in a cocktail dress, to rolling the dice on a daring bet.
Baha Mar and Mod Op commissioned the Wade Brothers, whose notable projects include Helly Hansen, Adidas, and Nike, to photograph and direct the campaign. The Wade Brothers capture the story of one couple’s Baha Mar experience through two distinct points of view: the husband narrates one spot as a romantic getaway; while the wife narrates the second spot as an enriching and relaxing family vacation, while her child is learning more about the marine life. Each family member experiences the same resort destination, whether looking for “me time” or “we time,” and leaves having fulfilled different personal desires and expectations.
“We envisioned one concept showcasing the overall destination, while also highlighting the unique features of our three iconic hotel partners and the luxury in choice of various accommodations,” said Karin Salinas, vice president of marketing, Baha Mar, in a written release. “The feel at Baha Mar is intimate and the spaces are carefully curated to create customized experiences that are personalized and real. We needed to communicate that there is no ‘one size fits all’ approach at Baha Mar. Every nuance of the resort from amenities to special experiences and offerings is purposefully created.”
Baha Mar is billed as one of the largest hospitality projects ever built in the Western Hemisphere, with partners including Grand Hyatt, SLS, Rosewood, Jack Nicklaus, sbe, Peter Burwash International and luxury retailers including Bulgari, Cartier, Rolex, Tiffany & Co., amongst others.
With Grand Hyatt recently opened and SLS preparing to welcome guests on November 14, Baha Mar is now moving towards phase three of the project which will arrive with the launch of Rosewood Baha Mar in spring 2018, when the resort destination will offer grand total of 2,300 rooms, suites and villas across three prominent hotel brands: Grand Hyatt Baha Mar, SLS Baha Mar and Rosewood Baha Mar. Resort amenities are shared among all hotel guests, including ESPA-branded spa; Jack Nicklaus Golf Club; Peter Burwash International tennis courts; pools & beaches; Baha Mar Casino; over 40 restaurants, bars and lounges and more than 30 luxury retail shopping outlets.