Growing Bahamas Tourism Through Storytelling and Innovation
The Problem
In a crowded Caribbean market, The Bahamas Tourist Office needed to stand out. With a modest budget, they had to inspire UK travellers, showcase the country’s unique culture and beauty, and win share from competitors, many of which were experiencing negative growth.
The Idea
We created the ‘Every Story Starts with a Smile’ campaign, showcasing authentic island life through real stories.
Key initiatives included:
Press ads, London Underground posters, and digital advertising
16 Islands Wedding Invitation: 16 couples married simultaneously across 16 islands, generating 901 entries, 13,705 new contacts, and a 71% year-on-year sales increase via Kuoni
14 Islands Film Challenge: partnered with Canon, British Airways, and the National Film & Television School, sending 14 young filmmakers to capture authentic Bahamian stories and create long-lasting campaign content
The Outcome
+71% increase in sales year-on-year
13,705 new contacts added to the database
+3% year-on-year growth for The Bahamas when competitors were shrinking
Award-winning, multi-year marketing strategy that spanned four years and three campaigns, keeping The Bahamas front of mind for UK travellers
FAQs
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What challenge did The Bahamas Tourist Office face?
Standing out in a crowded Caribbean market with a modest budget, while competitors were experiencing negative growth.
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What was the creative campaign called?
‘Every Story Starts with a Smile’, which highlighted authentic Bahamian life and culture.
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What innovative initiatives were part of the campaign?
The 16 Islands Wedding Invitation and the 14 Islands Film Challenge, both generating high engagement and long-term content.
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What measurable results were achieved?
A 71% sales increase, 13,705 new contacts, 3% year-on-year growth, and award recognition for a four-year, multi-campaign strategy.
Increase in sales
New contacts
Year on year