Atlantis Selects Ground Zero

Ground Zero has won the estimated $8 million Atlantis Resort & Casino account after a review.
“Ground Zero clearly understood the essence of the [Atlantis] brand,” said Howard Karawan, senior vice president of sales and marketing at Sun International Resorts, Fort Lauderdale, which owns the Paradise Island, Bahamas, resort.
“We gave them a point of view on how to position this spectacular hotel,” said Jim Smith, managing partner of the Santa Monica, Calif., agency.
Ground Zero was chosen over incumbent Harris Drury Cohen in Fort Lauderdale, Fla., Crispin Porter & Bogusky in Miami and Open Minds in Laguna Beach, Calif.
Curiously, Karawan never met with either California contender during the review. “We’re big on videoconferencing,” he said.
Ground Zero’s first project is to target the travel trade and yacht owners. The agency will then create a TV campaign to run on cable and in spot markets this summer, Karawan said.
Sun International’s $500 million expansion of the property is slated for completion by year’s end.