BOSTON Independent ML Rogers said it has won creative chores on the Atlantis Paradise Island resort in the Bahamas following a review overseen by Roth Associates.
The estimated $20 million ad budget will support TV, radio, newspaper, online, outdoor and direct marketing efforts, with the first work set to break in May. Maxus, a New York division of WPP's GroupM, will handle media duties.
"This is an important return for ML Rogers to a business we feel passionately about, travel and tourism," said agency president Mike Rogers. "Our work on 'I Love NY' in the days after 9/11 played an important part in the city's rebound as a must-see destination. Atlantis brings us back to the category in a very big way. It is a highly visible and much sought account."
The review took its share of twists, with finalist BBDO in Atlanta, a unit of Omnicom, exiting in February after citing a conflict. That left two contenders: Omnicom's Merkley + Partners and ML Rogers, both in New York, each of which pitched creative concepts. Post-pitch, sources said Merkley exited, and the client mulled another shop, Publicis Groupe's Saatchi & Saatchi in London, before ultimately choosing Rogers.
ML Rogers' ability to build the brand and drive sales via integrated campaigns sealed its selection, said Richard Mirman, client evp, CMO.
Atlantis is a unit of Kerzner International Holdings, whose U.S. headquarters is in Plantation, Fla.