Client
Baha Mar
Role
Brand & Marketing Creative Direction
Let’s launch a new luxury resort destination
I led Baha Mar’s $20M global omnichannel campaign, launching the resort as a new Caribbean luxury destination. As AOR creative director, I oversaw all marketing executions across TV, digital, social, and OOH, while guiding brand and creative strategy across the resort, casino, and waterpark.
CREATIVE DIRECTION BRAND STRATEGY BRAND IDENTITY VIDEO & PHOTO DIRECTION DIGITAL MARKETING PRINT & OOH TV CAMPAIGNS ON-SITE MARKETING
TV Campaigns
I wrote and oversaw editing of all Baha Mar's televisions spots. The launch campaign, directed by The Wade Brothers, established the resort’s positioning as a ‘luxury of choice,’ offering curated experiences for every kind of traveler—from family vacations and golf to Caribbean nature and vibrant casino nightlife.
Print & OOH
From magazine spreads to bus wraps to airport displays to Vegas billboards— we built brand awareness all across America.
Performance Marketing
Our digital campaign was honored during HSMAI 2019's Facebook Mobile Video Award for its highly custom audiences and targeted deployment of video ad content.
On-site Marketing
From shareable social content to print collateral, digital signage and a 30 minute in-room video channel, we oversaw all marketing touchpoints on premise supporting Baha Mar's 3 hotels, casino, water park, golf course, spa, and over 40 bars and restaurants.
Brand Creative Direction
As Baha Mar's AOR, we oversaw every brand touchpoint including: strategy and positioning, logo, naming, franchises, print, photo, video, website, mobile apps, as well as brand guardianship via corporate identity and brand books.
Results
•Campaign drove 18+ million website visits in first year •Resulted in over $60M booked online •Baha Mar reached max capacity 6 months after launch 2020 HSMAI Adrian Awards Gold: Complete Campaign 2020 HSMAI Adrian Awards Silver: Integrated Campaign 2019 HSMAI Adrian Awards Silver: Integrated Marketing 2019 Cannes Honorable mention: Life Spectacular
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
Driftology
Bespoke Post
Halfday Travel