"Why Do We Vacation?" Atlantis, Paradise Island Answers With A Brand New Campaign

11 Jan, 2016, 15:09 ET from Atlantis, Paradise Island

PARADISE ISLAND, The Bahamas, Jan. 11, 2016 /PRNewswire/ -- Atlantis, Paradise Island resort in The Bahamas recently launched a new multi-platform advertising and branding campaign entitled "Why Do We Vacation" which is showcased throughout television, digital and social mediums.  In conjunction with the award-winning creative agency GoConvergence (GOCO), the family-friendly ocean-themed luxury resort created, developed, and produced the innovative concept that taps into consumers' emotions and helps them answer an important question they may not have considered in the past. The campaign is designed to create bite-sized pieces of content that resonate in a world where consumers are overwhelmed with content and have limited attention spans.  The goal was to create content that breaks through the clutter and makes all consumers pause and recognize the importance of taking a vacation – something we can all lose sight of in today's world.

The campaign asks the audience a simple question: "Why Do We Vacation?"  The answers are revealed visually by highlights of amazing moments that families, individuals, and friends share while experiencing Atlantis together.  One of the family spots features a mother enjoying time with her family at Atlantis as the video prompts "Why Do We Vacation?" As the mother is then shown going down the iconic Leap of Faith water slide with an ecstatic smile on her face, "That's Why" appears on the screen.

"The campaign plays to consumers' emotions and encourages them to take a moment and truly ask themselves why they vacation," says Marcy Miles, Senior Vice President of Sales and Marketing for Atlantis.  "These feel-good spots answer the question with a clear 'That's Why.' We take vacations to reconnect with our families, friends, and ourselves and our campaign highlights that connection while showcasing the various experiences available at one of the most unique and amazing destinations in the world."

With a mix of :30 and :15 brand spots focusing on a variety of individual segments of an Atlantis experience including Aquaventure, Dolphin Cay Atlantis, Atlantis Casino and more, the campaign expands beyond Atlantis' core target of families to friends, couples and multigenerational travelers. The flexibility of the format keeps the content fresh and provides new glimpses into Atlantis throughout the year.  "Why Do We Vacation" tells the story of Atlantis and why consumers should experience the #AlwaysAmazing resort for their next vacation.

"Why Do We Vacation" is currently airing nationally as well as on Atlantis' YouTube page (www.youtube.com/AtlantisResort), where viewers can get a glimpse of why they should be saying "That's Why" in paradise.

About Atlantis, Paradise Island resort, The Bahamas
Atlantis, Paradise Island is a unique, ocean-themed destination located on Paradise Island, The Bahamas, and features a variety of accommodations, all built around a 141-acre waterscape comprised of over 20 million gallons of fresh and saltwater lagoons, pools and habitats. Home to the largest open-air marine habitat in the world, there are over 50,000 marine animals in lagoons and displays, including The Dig, a maze of underwater corridors and passageways providing a journey through ancient Atlantis. Atlantis is home to Aquaventure, a non-stop water experience consisting of thrilling water slides, a mile-long river ride with high intensity rapids and wave surges, and never-before-seen special effects. Dolphin Cay, the resort's interaction and education center, was created with the goal of enlightening visitors about the wonders of these remarkable ocean inhabitants.

The Cove Atlantis, a 600-room resort, features oversized rooms with a step down living space, spectacular designs by acclaimed interior architects Jeffrey Beers and David Rockwell, unprecedented services and amenities, private all-adult and family pools, lavish cabanas and breathtaking views of the ocean. Atlantis is also known as THE culinary destination in The Caribbean with a collection of restaurants from world-renowned chefs including Nobu Matsuhisa, Jean-Georges Vongerichten, and Todd English. The resort boasts an impressive collection of luxury boutiques and shops, casino, and the largest conference center, meeting and convention facilities in The Caribbean.

For further information about Atlantis, Paradise Island, visit AtlantisBahamas.com. For reservations, call your travel agent or 800-ATLANTIS.

Both low and high resolution color photography of Atlantis, Paradise Island is available at news.atlantis.com. If you are new user to this site, please complete the online registration to be granted access to the online newsroom. Atlantis can be found on Facebook at www.facebook.com/Atlantis, on Twitter at www.twitter.com/AtlantisResort, and on Instagram at www.instagram.com/AtlantisResort.

Video - http://youtu.be/QxIInJozj6M

SOURCE Atlantis, Paradise Island



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