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Publicis Groupe’s Fallon touts the Bahamas as a nation of islands—rather than an island nation—in its first work for the Caribbean country’s Ministry of Tourism, which aims to show that the destination has something to offer for everyone.
“People think of them as one or two islands, but actually they’re about 700 islands, which sets them apart [from other destinations],” said Todd Riddle, group creative director at the Minneapolis agency.
Fallon’s five-month, $10 million effort launches this week with TV spots on national cable networks, print and outdoor, as well as a redesigned Web site.
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