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.
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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.
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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?
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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.
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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:
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Researched trends, audience. and competitive landscape surrounding travel
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Helped put together the audience through MRI Simmons
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Helped to craft the strategic approach and opportunity for the pitch
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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
After nearly 3 years of travel being hampered by the pandemic, travelers aren’t holding back and booking trips with a vengeance in 2023
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
And social media is becoming more prominent when it comes to travel inspiration, especially when it comes to younger generations
But Atlantis offers everything on the spectrum that our audience desires
Giving guests the chance to explore and come back for more
Beyond the classic rides and slides Atlantis
surprises guests withelevated entertainment and dining
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
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:
Their preferences, interests, and demographics validated our analysis
Despite their differences, their travel hopes and dreams are one in the same
…as are their hobbies, passions, and interests
And the totality of all those experiences is what guests love about Atlantis
To them, every single Atlantis adventure is a wow moment
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
Comms Rollout
Creative Output
Article Mentions
Strategy Team:
Cat Marsh: Strategist
Matt Babazadeh: Group Strategy Director
Natalie Gomez: Director of Integrated Strategy
Sean Daly: Growth Director
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Laura Stayt: President at Zambezi
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Chris Raih: Founder of Zambezi
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Growth and Leadership Team:
Media Team:
Grace Teng: Chief Media Officer
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Kyle Zvacek: Group Media Director
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Jason Yang: Associate Media Director
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Whitney Robinson: Associate Media Supervisor
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Edgar Sanchez: Assistant Media Planner
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