Bahama Beachhead For Zim

Plaza Hotels & Resorts last week chose The Zimmerman Agency in Tallahassee, Fla., to handle the relaunch of its Atlantic & Grand Bahama Beach & Golf Resort, which will be renamed The Lucayan.
Although the budget was estimated at $2 million [Adweek, Feb. 23], sources familiar with the client put it closer to $3 million.
The Zimmerman Agency (TZA) bested Florida shops Ryder & Schild in Miami and Yesawich, Pepperdine & Brown in Orlando. Irma S. Mann Strategic Marketing in Boston withdrew prior to final presentations.
TZA had “the best overall mix of strategic direction and creative execution,” said Joe Gill, director of sales and marketing at Plaza Hotels & Resorts’ Miami office. Plaza’s headquarters are in Hong Kong.
Curtis Zimmerman, TZA president, said the agency presented two “totally different campaigns,” each concentrating on “the synergy between the destination and the property. The creative stemmed from that relationship.”
One speculative ad that emerged from the strategy features the headline: “One Grand Bahama Island is about to erupt. And it doesn’t even have a volcano.”
The line refers to Plaza’s extensive expansion of the Bahamian resort. By the end of 1999, The Lucayan will boast 1,600 guest rooms, a casino, health spa and two championship golf courses.
TZA is also among several undisclosed firms pitching the public relations portion of the account, Gill said.
About half the $32 million shop’s clients are tourism related, including Marriott and Interstate Hotels.