Client
Baha Mar
Services
Brand & Marketing
Let’s launch a new luxury resort destination
I led Baha Mar’s $20M integrated launch campaign, introducing the $4.2B resort as the ultimate luxury destination. I was their AOR creative director, overseeing all marketing across TV, digital, paid social, print, and OOH, and guiding brand and creative strategy for the resort, casino, and waterpark.
CREATIVE DIRECTION BRAND STRATEGY BRAND IDENTITY VIDEO & PHOTO DIRECTION DIGITAL MARKETING PRINT & OOH TV CAMPAIGNS ON-PREMISE MARKETING
TV Campaigns
I wrote and oversaw editing of all Baha Mar's tv campaigns. The launch spots, directed by The Wade Brothers, catered to different different traveler personas (family getaway, luxury escape, casino destination, wedding celebration). • Drove 18+ million website visits in first year • Baha Mar reached max capacity 6 months after launch
Print & OOH
From magazine spreads to bus wraps to Vegas billboards— we drove brand awareness via high-end publishers, while capturing traveler intent with OOH placements in cities with direct flights. • Generated 2.5 billion impressions first year • 800+ publication placements first year
Digital Marketing
We executed campaigns across Google, Meta, and travel search engines. Our Facebook campaigns were honored with HSMAI's Facebook Mobile Video Award. • Built targeted ad sets and landing pages for different traveler personas • Resulted in over $60M booked online
On-site Marketing
From on-site social media activations, to print collateral, signage and a 30 minute in-room video channel, we oversaw all on-premise marketing for Baha Mar's 3 hotels, casino, water park, golf course, spa, and over 40 bars and restaurants.
Brand Creative Direction
As directed creative for every brand touchpoint including: strategy and positioning, logo, naming, franchises, print, photo, video, website, mobile apps, as well as brand guardianship of corporate identity and brand books.
Awards
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
