The Ministry of Tourism will spend $15 million to ensure The Bahamas receive its share of world tourism, with Fallon Worldwide as the country’s newest advertising agency.
The $15-million account will be based out of the agency’s New York office and use resources across the entire Fallon organisation.
Since the PLP took control in 2002, its main focus to improve an ailing economy, has been to ensure the tourism industry grows with an effective ad campaign as the major goal.
Fallon Worldwide manages the consumer voice of some of the world’s leading brands, including BMW of North America, Citibank, Nestle, Purina PetCare, Timberland, TIME Magazine and United Airlines.
It provides such advertising staples as account planning, brand strategy, design, and media planning.
Founded in 1981 by five partners, including chairman Patrick Fallon, the company is a global network of Publicis Groupe, based in Paris.
Included in the project is Duffy Worldwide, a division of Fallon Worldwide.
It is a branding and design company that focuses on brand identity and its many design applications.
Chairman of Duffy Worldwide, Joe Duffy, said the promotion is an exciting and gratifying win for Fallon and Duffy on many levels.
“It’s an opportunity to work on a strong brand with smart clients,” he said. “Our approach showcases what a real creative company can do. We drew upon identity design, website development, information architecture, connection planning, TV, print, Outdoor and internet advertising to create a comprehensive branding proposal.”
According to the Minister of Tourism, Obie Wilchcombe, the campaign is intended to produce a better product and is expected to reach the North America, Latin America and European markets.
“We are a country where there are all sorts of things for people to do,” Minister Wilchcombe said, “We have not communicated that very well to the world up to this point. We want to make sure that they do know what we have to offer.”
For a long time, focus was placed on New Providence and Paradise Island as prime vacation destinations in The Bahamas. However, with ways to enhance the tourist product, Family Islands will receive an increase of visitors as well.
“If we want to see The Bahamas do well, then we have to spend, create, and promote and that is why we have brought Fallon onboard,” the minister said. “I believe that with Fallon’s far-reaching skills, we will be able to create some of the most exciting ads that this country has seen in a long time.”
The main message will be that The Bahamas is diverse, accessible, and a world-class business destination with a rich cultural and heritage.
“I am not going to be satisfied until such time when we are going to have high levels of visitors with some on waiting lists to come to The Bahamas,” he said.
“I don’t believe we have given it our best shot. I also don’t believe that we have properly advertised to the world community what we are. I don’t believe that we have spent the money we should have spent. Our sales force needs to be brought up to the level needed.”
Favourable results are anticipated mainly because of the country’s proximity to the U.S., and The Bahamas’ reputation as a safe tourist destination.
By Lisa Albury, The Nassau Guardian
