Tourist chiefs in the Bahamas are promoting the islands on British
TV for the first time in more than two decades in an effort to present
them as locations with more to enjoy than just beaches.
The Bahamas Tourist Office is putting £1.5 million behind a
six-week campaign through Hugh Salmon & Partners to air in the London,
Granada and Meridian areas.
It coincides with an increase - from two to seven - in the number of
weekly flights from the UK to the Bahamian capital Nassau, in the past
five years, and major investments in new hotels.
The ad also aims to differentiate the Bahamas from its major rival,
Barbados, which has just resumed TV advertising through D'Arcy.
The commercial, produced by the agency's creative director, Anthony
Stileman, features the diverse range of activities available to
holidaymakers - from windsurfing to shopping and clubbing.
Meanwhile, the comedy actors Hugh Laurie and Hugh Dennis perform a
voiceover script in which a man tries to find out more about the Bahamas
from his cagey friend who wants them to remain a well-kept secret. Media
is being bought by AW Media.
Hugh Salmon, the agency's founding partner, said: "We want to translate
the success of the Bahamas print campaign, which has increased visitor
numbers, on to TV. Now we are just shouting a bit louder."
He added: "People's perception of the Bahamas is that it's just deserted
beaches. In fact there are lots of things to do and the accommodation is
of high quality."