Advertisin’ In The Wind

Imagination goes a long way in the first print work for the Barbados Tourism Authority from D’Arcy Masius Benton & Bowles.
The new campaign, called, “Believe,” broke last week from the New York agency just as Hurricane Floyd was tearing up the Eastern seaboard.
Miraculously, Barbados was one of the few islands not in Floyd’s wrathful path. And the campaign’s 3-year-old tagline seems appropriately smug: “Barbados. Just beyond your imagination.”
The four ads are running in the October issues of Condƒ Nast Traveler and Travel & Leisure magazines.
One ad shows two little boys feeding giant turtles while snorkeling, and the copy reads, “Remember when your sole purpose in life was having fun?”
The other three ads show scenes of the island’s landscape. Three more ads are slated to run in November.
The billings for D’Arcy’s print campaign are estimated at $10 million.
–Kathleen Sampey