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Zambezi + SCALE | New Business Pitch | Strategy and Media   

TL;DR

The Ask:

Reposition Atlantis as the premier destination synonymous with Bahamas

Insight:

Guests unlock emotional moments at Atlantis. 

There are now more ways to experience joy at Atlantis. 

Audience:

Purposeful Voyager:

These are families seeking experiences and interested in the “ride and slides” and immersive features of Atlantis. 

 

They’re not the families who save for 5 years to make a one and done trip. Many of these affluent families have annual traditions to visit Atlantis.

Affluent Adventurer: 

These are high-income singles and couples who are looking to both unwind and explore while staying at the Cove.

 

They’re sure to enjoy the Michelin grade restaurants, the newly renovated casino, spa, live concerts and more.

Strategic Approach:

Celebrate all the

awe-inspiring moments

at Atlantis. 

The Challenge:

How can we beyond Atlantis's perception gap and its long standing reputation moving Atlantis into the future? 

And with so much to do, it is easy for guests to get caught up in everything that Atlantis has and forget what it sparks. 

The Opportunity:

After three years travel is back in full swing and despite the realities of the recession and inflation, demand for travel is still strong. 

And the motivation to travel is highly emotional with 81% of travelers wanting to feel a sense of adventure on a trip and 91% saying that it's important for overall happiness. 

My Role: 

  • Researched trends, audience. and competitive landscape surrounding travel 

  • Helped put together the audience through MRI Simmons

  • Helped to craft the strategic approach and opportunity for the pitch

  • Put together a sample comms rollout and created the consumer journey 

Strategic Media Approach:

Wow travelers with awe-inspiring experiences.

Strategic Approach 

Tourism, especially global tourism and travel, is predicted to increase by 30% in 2023   

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After nearly 3 years of travel being hampered by the pandemic, travelers aren’t holding back and booking trips with a vengeance in 2023  

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When it comes to the types experiences travelers are looking for, many who have been vacation starved are looking to make up for lost time 

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And social media is becoming more prominent when it comes to travel inspiration, especially when it comes to younger generations 

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But Atlantis offers everything on the spectrum that our audience desires

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Giving guests the chance to explore and come back for more

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Beyond the classic rides and slides Atlantis
surprises guests withelevated entertainment and dining

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At Atlantis guests unlock emotional moments 

“There was definitely this element of surprise and awe when we got there, it felt like nothing I’ve ever experienced before.”

- Atlantis Paradise Island Guest, 2016

“I remember going and just being in awe about this place and how I didn’t know I could have this much fun in one place.”

- Atlantis Paradise Island Guest, 2014

“I remember going and just being in awe about this place and how I didn’t know I could have this much fun in one place.”

- Atlantis Paradise Island Guest, 2014

Celebrate all the awe-inspiring moments at Atlantis

With the 25th anniversary and the recent modernization, there’s much to celebrate and experience. We also know Atlantis is a sought after destination for all kinds of celebrations.

When guests experience Atlantis, they feel joy.

Our hope is to elicit this feeling from those who see and experience our advertising and to an elevated degree to convey just how breathtaking Atlantis is.

We don’t want to just show the resort features, we want to showcase all there is to enjoy AND illustrate what it sparks emotionally for both the Purposeful Voyager and Affluent Adventurer audiences and interweave those moments of humanity guests have at Atlantis – from proposals to a reunion and hug with their grandfather.  

Creative Brief

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Media Strategy

Our goal:
Drive guest bookings and increase revenue per available room “RevPAR” while exceeding occupancy and ADR goals

To get there, travelers need to see that Atlantis has premier, one-of-a-kind experiences for everyone, and that those experiences are well worth it 

To further inform how we connect with travelers’ needs and behaviors, we looked at three audience segments: 

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Their preferences, interests, and demographics validated our analysis

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Despite their differences, their travel hopes and dreams are one in the same

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…as are their hobbies, passions, and interests

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And the totality of all those experiences is what guests love about Atlantis

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To them, every single Atlantis adventure is a wow moment

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WOW travelers with awe-inspiring experiences

We will be capturing attention and intersecting our audiences to break through the noise of countless travel options 

With creative messaging aiming to illustrate the breathtaking joyful experience of Atlantis Paradise Island, so will media look to be aspirational with how we show up within the consumer journey

We’ll look to showcase the breadth of moments that travelers can enjoy through a full-funnel approach 

Consumer Journey
 

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Comms Rollout

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Creative Output

Strategy Team: 

Cat Marsh: Strategist

Matt Babazadeh: Group Strategy Director 

Natalie Gomez: Director of Integrated Strategy

Sean Daly: Growth Director

Laura Stayt: President at Zambezi

Chris Raih: Founder of Zambezi

Growth and Leadership Team: 

Media Team: 

Grace Teng: Chief Media Officer

Kyle Zvacek: Group Media Director

Jason Yang: Associate Media Director

Whitney Robinson: Associate Media Supervisor

Edgar Sanchez: Assistant Media Planner

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