Let's launch a new resort destination
As Brand and Marketing Director at Mod Op, I helped launch Baha Mar, a new Caribbean resort destination featuring three luxury hotels. We started with strategy and positioning, working our way up to a $25m global launch campaign and the tagline, 'Life Spectacular'. In the subsequent years, we served as the brand guardian and AOR, producing everything from omni-channel marketing campaigns to restaurant logos and in-room videos, all the way down to the resort maps they hand out to guests upon arrival.
BRAND STRATEGY
BRAND IDENTITY
CREATIVE DIRECTION
CREATIVE DIRECTION
VIDEO & PHOTO DIRECTION
DIGITAL MARKETING
PRINT & OOH
OMNICHANNEL CAMPAIGNS
IN-ROOM ENTERTAINMENT
DIGITAL MARKETING
PRINT & OOH
OMNICHANNEL CAMPAIGNS
IN-ROOM ENTERTAINMENT
EVENTS & ON-SITE BRANDING
launch campaign spots
I wrote and edited our launch spots, which were directed by The Wade Brothers. Our goal was to position Baha Mar as an intimate luxury resort experience, while elevating the overall perception of The Bahamas.
print & ooh
From magazine spreads to bus wraps to airport displays to Vegas billboards— we built brand awareness all across America.
digital marketing
Our digital campaign was honored during HSMAI 2019's Facebook Mobile Video Award for its highly targeted and sequential deployment of video ad content.
branded content
From shareable social content to a 30 minute in-room video channel, we crafted stories to support the entire brand universe, including 3 hotels, a golf course, spa, and over 40 bars and restaurants.
brand guardianship
As Baha Mar's AOR, we oversaw every brand touchpoint including print collateral, wedding brochures, maps, in-room tablets, mobile apps, as well as brand guardianship via corporate identity and brand books.
on-premise
We developed logos, signage, original photography, and video content for Baha Mar's many outlets, including the naming, strategy, and key branding for the Baha Bay Waterpark.
results
Campaign drove 18+ million website visits between 2018-2019
Resulted in over $60M booked online
Baha Mar reached max capacity 6 months after campaign launch
Resort revenue grew +40% from 2018 to 2019
Baha Mar contributed 12% of Bahamian GDP 2020
Resort sustained 5,000+ jobs in 2020
credits
Creative Director, Brand & Marketing: Marcelo Cardoso
Agency of Record: Mod Op
Account Directors: JC Addison, Cory Becker
Baha Mar SVP Marketing: Karin Salinas
Live Action Directors: Wade Brothers, Transit Pictures
Photographers: Jerry Balderas, Wade Brothers
Design & Art Direction: Anya Ermakova, Yisak Kuo, TJ McCormick, Toni Ichikawa, Kara Chun, Mia Park
Editor: Noah Wehle
Account Directors: JC Addison, Cory Becker
Baha Mar SVP Marketing: Karin Salinas
Live Action Directors: Wade Brothers, Transit Pictures
Photographers: Jerry Balderas, Wade Brothers
Design & Art Direction: Anya Ermakova, Yisak Kuo, TJ McCormick, Toni Ichikawa, Kara Chun, Mia Park
Editor: Noah Wehle
awards
2020 HSMAI Adrian Awards Gold: Complete Campaign
2020 HSMAI Adrian Awards Silver: Integrated Campaign
2019 HSMAI Adrian Awards Gold: Complete Campaign
2019 HSMAI Adrian Awards Gold: TV spot
2019 HSMAI Adrian Awards Silver: Integrated Marketing
2019 HSMAI Adrian Awards Silver: New Opening/Launch
2018 Cannes Honorable mention: Life Spectacular
2020 HSMAI Adrian Awards Gold: Complete Campaign
2020 HSMAI Adrian Awards Silver: Integrated Campaign
2019 HSMAI Adrian Awards Gold: Complete Campaign
2019 HSMAI Adrian Awards Gold: TV spot
2019 HSMAI Adrian Awards Silver: Integrated Marketing
2019 HSMAI Adrian Awards Silver: New Opening/Launch
2018 Cannes Honorable mention: Life Spectacular
