Planning Awards: Fallon, Minneapolis (Silver)

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AGENCY: Fallon, Minneapolis

Client: The Bahamas Ministry of Tourism

Brand: The Islands of the Bahamas

Category: Service brand

Campaign Title: “Bahamavention”

Planners: Seth Gaffney, Aki Spicer

No category is more rife with conventions than destination advertising—conventions that, according to the planners at Fallon, don’t work. Not only do these conventions do little to differentiate one sun, sea and sand destination from another, they also do little to entice us to take a break from our everyday lives.

The thinking in this paper was simple and powerful: The problem is not that people don’t believe in the unique attributes of the...

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