Barbados Luxury Resort Turns to ISM

BOSTON Travel and leisure specialty agency ISM, an independently owned shop, said it has fashioned its first work for The Crane, a luxury resort and residence club that has operated in Barbados since 1887.

Ads from Boston-based ISM have already been unveiled in Barbados and will break in the U.S. next year. The effort introduces the tagline “When you get here, you’ll know.” The goal is to position The Crane as sophisticated yet unpretentious with copy such as, “This is the other side of Barbados, unspoiled, devoid of traffic noise, mosquitoes and formality.”