NEW YORK Green Team has landed ad duties for Raffles Resort at Canouan Island in the Grenadines, a new assignment, following a whirlwind 10-day review.
The New York agency will fashion a pre-opening campaign for the luxury resort, which targets adults over 35 with household incomes of more than $100,000. The work will also target wedding parties, honeymooners and jet-setting "early adapters."
"Typical resort advertising will put a lot of emphasis on the beach and the pool. To an outsider, they all look exactly the same," said Milton Kapelus, evp at Green Team. "In our case, it's not only that we want to make people interested in going there, but we want to whet their appetites for something extraordinary."
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 destinations worldwide.
Among Green Team's other travel clients are Visit Scotland, the Monaco Government Tourist Office and the Regent Wall Street Hotel.
Ads will break in the January issue of Conde Naste Traveler.