BAHA MAR
great Rivieras of our time, the great destinations. So we have established this premise as Baha Mar as The New Riviera, and we have taken cues from the great imagery and sensibility and style of Monte Carlo, St Tropez, Amalfi, the great jet-set glamour destinations we all romanticize about. That premise has really held true and we have tried to be committed and authentic in all that we are doing. We are also trying to infuse it with a sense of place and authenticity, as people travelling now want to discover what unique cultures are all about; they don’t want fake experiences. We are infusing a tribute to Bahamian culture in everything we do.
CI: How are you executing this using both
traditional and social media? There is such huge competition for the ‘leisure dollar’ – how are you going to grab people’s attention for this? JS: There are a couple of answers to that. First, the
owner has been very careful to segment the market by brand type and by offering to reach out to a diverse clientele; this is an upscale resort so we are narrowing the target to an extent. However, based on the lifestyle brands we have chosen there is going to be something for everybody, from very high-end luxury at Rosewood to the very much younger, hipper lifestyle brand of SLS, to the very glamorous, Vegas- style environment of the Baha Mar casino hotel. Second, the competitive nature of this market is
huge, so you’re dealing with Atlantis on the island as a competitor, though it tends to focus more on the family market. The other competitors are Vegas – though that may sound far reaching, the east coast drives a lot of visitation to Vegas; if you can get to Baha Mar in 2.5 hours from New York versus five hours to Vegas, and we have the beaches alongside the luxury and gaming offering, we think that’s a real advantage. Atlantic City and some of the larger gaming markets are viewed in our competitive set. Then there is the audience that goes to Hawaii, Mexico, other Caribbean locations, who are looking for a new, exciting place to go. The Bahamas is often seen as a place to relax, but now we are adding a very exciting entertainment offering and we think there is a huge, pent-up market waiting for this. SK+G and I have worked on many significant launches over the years in big markets – Las Vegas, Macau, Atlantic City – as well as in non-gaming markets. We have to establish a share of voice, we are starting from scratch; there is some traction for the brand but it is not widely known. We will use a lot of traditional and non-traditional media. You will know Baha Mar is here when we startthe effort . We are handling everything for the brand from the web site design to all of the creative; we just finished shooting a major television spot for the launch, we are handling all photography and identity development for the resort; we are naming, writing, pretty much delivering every aspect of the brand to market. On the social side, there is a significant PR effort and there will be a significant promotional effort that is going to involve a very unique offering to
30 OCTOBER 2014
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