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Tourism Ministry launches multi-million dollar ad campaign

The islands of The Bahamas will promote the destination in a new, star-studded, multi-million dollar advertising campaign designed to showcase some of the archipelago's most compelling features. 

Friday, January 18, 2013
Friday, January 18, 2013

NASSAU, Bahamas, Jan. 17, 2013 /PRNewswire/ — The islands of The Bahamas will promote the destination in a new multi-million dollar advertising campaign designed to showcase some of the islands’ most compelling features: turquoise water, stunning beaches, friendly people and the laid-back lifestyle that transports vacationers millions of miles from their everyday cares.

The ad, the first in a series, will feature several celebrities associated with The Bahamas including former NBA star and actor, Rick Fox, supermodel Shakara Ledard and world-famous illusionist David Copperfield, a resident of The Bahamas.

Shot on location January 16-20, the campaign called Behold, will showcase these celebrities interacting with the striking beauty found throughout this nation of diverse islands.

The Bahamas attracts many high profile visitors, along with millions of regular tourist each year (The Bahamas welcomed approximately 5 million visitors in 2012), and all of them enjoy a similar experience of secluded beaches, authentic hospitality and world-class sailing, fishing, diving and more.

Fox and Ledard, both of whom spent childhood years in Nassau, are natural spokespeople for the destination. 

Among Ledard’s modeling credits are several Sports Illustrated Swimsuit issues, including a 2005 layout shot on Andros, Bahamas.

David Copperfield is one of the islands’ most famous second-home owners having purchased The Islands of Copperfield Bay (formerly Musha Cay ) in Exuma. 

The campaign, created by the Zimmerman agency, is scheduled to launch in the near future  with 30 and 60-second television spots, print, and out of home formats. 

The television spots are directed by Nigel Dick who has previously worked with Cher, Guns & Roses, Celine Dion, Britney Spears, Oasis and The Backstreet Boys among others. 

Robb Aaron Gordon, a lifestyle and celebrity photographer whose credits include Ritz-Carlton, Rolex, Four Seasons, Cindy Crawford and Princess Cruises, will shoot the print ads.

“We are very excited about this new campaign.  Celebrities have always come to The Bahamas for the beautiful beaches and water, and the utter sense of escape that our lifestyle here provides. What we really want to say with this campaign though is that you do not have to be a celebrity or millionaire to enjoy that same beauty. Behold, The Bahamas are right next door and totally within your reach,” said Obie Wilchcombe, Minister of Tourism for The Bahamas.

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Minister of State for Investments Khaalis Rolle to present to investors, hedge fund managers, hotel operators, and financiers, as well as TV show producers, at the America's Lodging and Investment Summit (ALIS) International Opportunities Showcase next week.

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