Kerzner International is arranging for four U.S. based advertising agencies to promote its Atlantis Paradise Island Resort as an ideal family travel and destination resort, according to a report that appeared in Adweek.
The exclusive property is undergoing an extensive billion dollar expansion.
According to the report which referred to a statement from the company, the four agencies have been lined up to pitch an estimated $15 million advertising account.
The independent agencies referred to were The Richards Group in Dallas, Wieden Kennedy and Taxi, both in New York, and Interpublic Group’s Carmichael Lynch in Minneapolis.
Ground Zero, which was the independent agency of record in Marina del Rey, Calif., was said not to be participating in the review, it was reported.
“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,” a statement from the company noted. “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 was also said to have enlisted design agency Duffy & Partners in Minneapolis to “evolve our brand architecture,” according to the statement.
The 10-room Bridge Suite at Atlantis was reported to be one of the world’s most expensive hotel rooms, sporting red, black and lots of gold, its own butler, bar lounge and entertainment center as well as a vaulted ceiling.
One night there could run you into nearly $34,000 which is based on a typical 21 hour stay.
In a recent development, the International Monetary Fund [IMF] warned in a new statistical report about the dangers of certain hotel properties in The Bahamas going head to head for the same market, in what was viewed as a throwback to comments made months ago that related to the Atlantis resort and the planned billion dollar upgrade for Cable Beach property.
It cautioned that the strategy of targeting the upscale market has been successful in recovering average expenditure per stayover visitor, but it was not free of risks.
“The Bahamas should be cautious about building up excess capacity that could lead to a price war among operators and in the end jeopardize this strategy,” the report warned.
The government is relying on several large scale investment projects to further boost economic performance. Late last year, Kerzner International announced that it was further boosting its investment in the planned billion dollar Atlantis Phase III project, which will target high-end visitors.
Its One&Only luxury Ocean Club resort has also received a face-lift.
Additionally, in a bid to improve visitor experience, Kerzner officials have launched Marina Village at the Atlantis Resort, a collection of retail shops and restaurants.
In its 2004 report that was recently released, Kerzner reported in a message to shareholders and employees that it had achieved the goal of finding the right balance between investing for the medium-term growth while growing short -term earnings.
From The Bahama Journal
