The Bahamas Out Islands
New Life for this Naturally Sustainable Vacation Destination.
Beyond the crowded beaches, bustling casinos, and massive cruise ships of Nassau and Freeport are 700 islands of nearly untouched natural beauty, teeming with wildlife. The Out Islands of the Bahamas offer unique experiences for travelers looking for solitude and off the beaten path adventures. Our job was to carefully crack the lid on this virtually unknown destination and over fifty boutique hotels and resorts that cater to adventurous vacationers without upsetting a delicate balance with nature.
An Immediate Impact
A multi-channel marketing campaign narrowly targeted a niche market of major U.S. east coast cities. It created tremendous awareness and a record number of reservations to over 50 Out Islands hotels in the course of the first year.
Referrals to member websites
Direct room bookings
The Numbers Behind the Numbers
Analytics tell the story behind this successful digital marketing campaign. A focus on rich content and a ongoing optimization increased organic traffic to the Out Islands website by 500%. Visitors who came the site spent twice as much time browsing and searching for a unique vacation experience. And most importantly, visitors who were referred to member hotelier websites were 4 times more likely to book a vacation than first-time visitors to their website.
Increase in organic traffic
Visitors spent twice as long on the new website
Guest referrals were 4x more likely to book
Brand Awareness Challenge
While The Bahamas enjoyed tremendous brand recognition, The Out Islands had very little. Our challenge was to leverage the Bahamas brand equity and yet carve out a niche brand identity for The Out Islands.
The Real Bahamas
To differentiate the Out Islands as a destination for nature lovers and adventurers we developed a complimentary brand color palette, brand identity, and the campaign mantra: “The Real Bahamas.”
Multi-Channel Awareness Campaign
In select travel publications like Conde Nast Travel, Caribbean Travel & Life, and Islands Magazine we launched a campaign that told real stories of people who came to experience the Out Islands for the first time. Across digital channels, the display and search advertising campaign drove awareness and direct traffic from content and sites that targeted customers frequented.
Immersive Video Content
Pioneering the first branded YouTube channel for any Caribbean destination, a series of nine video webisodes chronicled stories from different island destinations and the unique experiences awaiting adventure vacationers.
A Website on a Mission
The site was designed and built as a content aggregator and lead generator for luxury brands like the Ritz Carlton and The Four Seasons all the way down to boutique hotels and 10-room beach bungalows. Rich content and an on-site search engine allowed visitors to explore places to experience natural adventures and easily find hotels and resorts based on budget, type, and experiences.
“The approach and creative execution did exactly what it was designed to do: give us a unique voice, create awareness and send leads to member hotels.”
– Manny Alexio, President
Bahamas Out Islands Promotion Board