Atlantis Resort

Atlantis is a mega-resort down in the Caribbean. And like a lot of vacation destinations, they would frequently promote discounts with newspaper ads trumpeting messages that were solely based on price point. They spent millions of dollars to occasionally run epic advertising that built them up to be a premier experience, and then continuously follow it with a barrage of coupon-mentality sales ads.

We finally convinced Atlantis that if they were going to frequently have sales - then brand the sale itself. Present the sale as something special and beautiful with elegant advertising, and just change the price to whatever you needed it to be at the moment. We named the event “The Great Escape” and built the idea around the line “A lot of blue for a little green” to highlight the price and the experience itself. They weren’t amenable to doing anything more than newspaper print to promote the events, but the change from an all-type, black and white sale price to a full-color event created an immediate increase in DR and a 20% increase in sales. And they maintained their brand image, despite offering a discounted price.

CW: Kristina Slade
AD: Rodrigo Butori
CD: Court Crandall