Thursday, Nov 14, 2019
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Choose your luxury at Baha Mar

Grand Hyatt offers the diversity of rooms, activities and cuisines; SLS is a little more of that high energy lifestyle; and Rosewood is the ultra luxury experience, capping it all off. These options allow you to choose your luxury of choice — and that is the idea behind the Baha Mar campaign that is “Life Spectacular”.

You decide where you want to stay, how you want to stay and how you want to vacation.

With the launch of its multimillion-dollar global advertising and marketing campaign yesterday, Baha Mar positioned itself as a one-of-a-kind destination, elevating real-life moments for guests into something spectacular.

The idea behind the campaign is that Baha Mar is a destination that feels tailored to each person. The campaign is built around two hero spots featuring one family, but each of the spots is told from the point of view of a different family member. The mother narrates her experience from the family perspective, and the father narrates his experience from the perspective of someone having a romantic getaway with his wife. By shifting the point of view on each spot, it allows people to see that they can have different experiences at the same place.

It also serves as a reminder of the purpose of a vacation — a period spent away from home or business in travel or recreation, a respite or time of respite from something. If you take into account the Bahamian definition of vacation, that includes lots of shopping, but if you are in true need of a real vacation or a few days away from home, but don’t want to hop on a plane to do just that, Baha Mar offers the opportunity to choose a getaway.

The Grand Hyatt Baha Mar opened on April 21, and with the SLS’ soft opening on November 7 (welcoming guests on November 14) the experiences and hotel offerings with 20 restaurants and lounges are growing and diverse, according to Graeme Davis, Baha Mar president.

Karin Salinas, vice president of marketing at Baha Mar, said the resort destination is unlike anywhere else in the world. Because of that, they envisioned one concept showing the overall destination while also highlighting the unique features of three iconic hotel partners in the Grand Hyatt Baha Mar, SLS Baha Mar and Rosewood Baha Mar, as well as the luxury choice of accommodations.

“The feel at Baha Mar is intimate, and the spaces are carefully curated to create customized experiences that are personalized and real. We needed to communicate that there is no ‘one size fits all’ approach at Baha Mar. Every nuance of the resort, from amenities to special experiences and offerings, is purposefully created,” said Salinas.

The “Life Spectacular” campaign, which showcases the ways you can choose your luxury at Baha Mar, was created by Mod Op New York and led by Creative Director Marcelo Cardoso.

The campaign celebrates Baha Mar’s definable stand point as one destination comprised of three world-class brands, each connected to one another by Baha Mar’s vibrant, colorful energy and signature personalized guest experiences. Caribbean-inspired music, unique imagery and a fast tempo create a dynamic feel that draws viewers in. The campaign centers around what it means to live life spectacularly — from jumping off a seaplane into the Bahamian waters, to kids swimming in the Blue Hole, to taking a spontaneous ocean dip in a cocktail dress, to rolling the dice on a daring bet.

Baha Mar and Mod Op commissioned the Wade Brothers, whose notable projects include Helly Hansen, Adidas and Nike, to photograph and direct the campaign.

“The campaign is designed to convey how this spectacular multibillion-dollar development also feels very personal and real, as if the destination is tailored just for you,” said Cardoso. In shooting the campaign, he said they found inspiration in the unexpected and hidden gems.

“At every turn there is something new that feels even more unique. We realized that Baha Mar doesn’t feel like one note,” said Lindsey and Lyndon Wade. “We wanted to demonstrate that when you stay at Baha Mar, you have the ability to choose where you want to stay, how you want to stay and how you want to vacation.”

With Grand Hyatt Baha Mar open, and SLS Baha Mar preparing to welcome guests on November 14, Baha Mar is moving toward the launch of Rosewood Baha Mar in spring 2018, when the resort destination will offer a total of 2,300 rooms, suites and villas across the three hotel brands. Resort amenities which are shared among all hotel guests include the ESPA spa; Jack Nicklaus Golf Club; Peter Burwash International tennis courts; pools and beaches, the Baha Mar Casino; over 40 restaurants, bars and lounges; and more than 30 luxury retail shopping outlets.

Baha Mar is described as a celebration of The Bahamas, and The Bahamas, a celebration of Baha Mar.

Shavaughn Moss

Lifestyles Editor at The Nassau Guardian
Shavaughn Mossjoined The Nassau Guardianas a sports reporter in 1989. She was later promoted to sports editor.Shavaughn covered every major athletic championship from the CARIFTA to Central American and Caribbean Championships through to World Championships and Olympics.
Shavaughn was appointed as the Lifestyles Editor a few years later.
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