Travel has the power to change your life. Whether it’s a chance meeting that leads to a lifelong romance or a lasting memory that stays with you every day forth, the things you experience on vacation are profound.
This is the inspiration behind Worldwide Partners member agency Zambezi’s latest campaign for Atlantis Paradise Island, a preferred destination in The Bahamas. Atlantis is celebrating its 25th anniversary this year, and has recently completed multimillion-dollar upgrades, including a complete renovation of The Royal Towers, a reimagined Atlantis Casino, an array of new and vibrant Michelin chef dining options, and much more. Zambezi’s campaign builds on real life stories from guests to highlight the generations of traditions and memories made at the resort over the years.
“We welcome guests back year after year,” says Marie J. Torres, Chief Marketing Officer at Atlantis Paradise Island. “And one of the most rewarding things to see is that it’s not simply a vacation. We hear countless stories about how people met their spouses at Atlantis—and keep coming back for generations because of the lifelong memories they created.
Central to the campaign are 30 and 60 second films, beautifully directed by Agustin Alberdi, that chart the story of a young girl at Atlantis with her family. The film narrative takes us through her experience growing up at the resort, meeting her partner, and then introducing their child to Atlantis.
“It could have been very easy to focus on the ‘what' of Atlantis,” says Gavin Lester, Zambezi Chief Creative Officer. “But travel is intimate and personal—we needed the ‘why?’ Learning about these traditions and stories gave us permission to highlight the extraordinary aspects of Atlantis, show that it’s world-class, and invite people to create new traditions.”
The work debuted on October 23 with a cross-media experience in video, social, digital and print in prominent publications, including Elle, Vanity and Travel & Leisure.
Additionally, the campaign’s themes of discovery overtook Las Vegas during Formula One weekend last month, and play a key role in high-traffic areas during the holiday shopping season across the United States. While continuing to run in the United States in 2024, the campaign will expand globally to Canada and the United Kingdom.
“True stories are inspiring,” adds Torres. “We’re thrilled with how this work celebrates 25 years as the top destination in The Bahamas—and tells a compelling story at the same time. We look forward to seeing how new guests start traditions with us and what the next 25 years of memories bring.”