Proving yet again that native advertising has a role to play in virtually any modern ad campaign, marketing agency SK+G revealed Tuesday that it is behind the branding and creative development for the $3.5 billion Baha Mar Resort & Casino in The Bahamas.
To push the majestic resort, SK+G just debuted a visually attractive short film called “The Voyage” online. It’s a major component of a targeted digital-only campaign, directing audiences to view the full 2-minute version of the film on the reimagined Baha Mar website.
The effort also uses native advertising, apps, e-mail and social channels. It’s the entree to a larger digital campaign that will feature “dramatic TV spots” that will be broadcast across North American in the first quarter of 2015.
All told, the effort is a case study in the importance of cutting edge, cross-screen marketing in today’s world.
“Baha Mar is a destination of epic proportion and is sure to become one of the great iconic attractions for discerning travelers around the world. With that in mind, we knew we had to introduce the brand in an equally commanding way. This enchanting film does that,” explains John Schadler, managing partner at SK+G. “The Voyage is a story of glamor, excitement and the promise of a place that could only be described as ‘The New Riviera.'”
Of course, “doing it right” isn’t cheap either. The company says total annual media spend for 2015 is projected at $20 to $25 million.