Creativity

Bahamas Ministry of Tourism: Bahamavention

Part of a multimedia effort that features a comedic tack rarely seen in the travel category, these Fallon/Minneapolis print ads are intended to "convey the contrast of a stressed-out, overworked person" before and after a trip to the Bahama

Published on Dec 20, 2006

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Part of a multimedia effort that features a comedic tack rarely seen in the travel category, these Fallon/Minneapolis print ads are intended to "convey the contrast of a stressed-out, overworked person" before and after a trip to the Bahamas, says GCD Todd Riddle. Like the guy in this lead ad, who apparently took a Johnny Winter vacation. "Our target is familiar with what the Bahamas has to offer; in the print, we just wanted to connect with their need to get away, so that when they think 'vacation' they think 'Bahamas.' "

As far as the comedy aspect, "Bahamian culture has a very sophisticated sense of humor, which is evident to anyone who's spent any time down there," Riddle adds. "So it's uniquely appropriate to use a playful, friendly tone while conveying the benefits of taking a vacation. Destination advertising is saturated with more-traditional approaches

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About

Credits

Date
Dec 20, 2006
Creative Director:
Kerry Feuerman
Group Creative Director:
Todd Riddle
Copywriter:
Ryan Peck
Producer:
Erika Kreuser
Photographer:
Lars Topelmann
Client:
Bahamas Ministry of Tourism
Art Director:
Scott O'Leary
Agency:
Fallon Minneapolis

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