Taxi, Wieden Pursue Bahamas Getaway | Adweek Taxi, Wieden Pursue Bahamas Getaway | Adweek
Advertisement

Taxi, Wieden Pursue Bahamas Getaway

Advertisement

CHICAGO Atlantis Paradise Island has lined up four agencies to pitch its estimated $15 million advertising account, the client confirmed.

The Bahamas resort, which is owned by Kerzner International, has enlisted independent agencies The Richards Group in Dallas, Wieden + Kennedy and Taxi, both New York, and Interpublic Group's Carmichael Lynch in Minneapolis to pitch the account, according to a client representative.

The agency search comes after former Disney executive Howard Pickett joined the company as chief marketing officer in May.

The incumbent, independent agency Ground Zero, Marina del Rey, Calif., is not participating in the review.

"We are very grateful to Ground Zero, our current ad agency, for doing a superb job in helping to position Atlantis as a leader in the field of family travel and destination resorts," according to a statement from the client. "In just 10 short years, we have very impressively established brand recognition second only to Disney in those market segments. However, we felt it was time to search for a new partner."

The resort has also enlisted design agency Duffy & Partners in Minneapolis to "evolve our brand architecture," according to the statement. When it was part of Publicis Groupe's Fallon, Duffy helped design a new look for the Bahamas Ministry of Tourism.

The company spent $10 million on advertising last year, but only $3 million through May 2005, per Nielsen Monitor-Plus. Ad expenditures amounted to $20 million in 2002, according to the same tracking service.