NEW YORK Green Team has crafted an introductory campaign for Raffles Resort at Canouan Island in the Grenadines, a high-ticket getaway that is set to open in January.
Two print ads tout the $600-plus per night resort's exclusivity and seclusion with the tagline, "For the fortunate few." In one, a guest is massaged in a spa overlooking a bay. Rather than time winding down, a member of the staff has turned an hourglass sideways to make time stand still. "Perpetuating bliss" is the primary copy line.
In the other ad, a room service attendant poses with a large golden key dangled above his mouth, as if he would swallow it. In the background, a woman grabs at a man's tie aggressively. The copy proclaims, "Exiling interruption."
The ads, which will target travelers over 35 with household incomes of more than $100,000, will break in the November and December issues of Travel + Leisure, Departures and Conde Nast Traveler. Two additional executions will follow next year in publications including The New York Times, Spa Magazine and Island Weddings & Honeymoons.
It is the first work from the New York agency, which won the assignment in November after a whirlwind 10-day review.
Canouan, part of St. Vincent and the Grenadines, is an island 20 miles south of Mustique and 110 miles west of Barbados in the Southern Antilles Sea. Raffles' first Caribbean location, to be managed by partner Donald Trump, will include a private yachting marina, spa, golf course and residential villas with resort access, also marketed by Trump.
Raffles International manages 38 Raffles and Swissotel hotels and resorts in 34 locations worldwide.
Among Green Team's other travel and destination clients are Visit Scotland, the Monaco Government Tourist Office and the Regent Wall Street Hotel.