THE CHALLENGE for baha mar
The $4.6 billion Baha Mar resort opened its doors in 2017, with luxury amenities to rival any in the Caribbean. And it was betting its 100,000-square-foot casino would take the lead on activating the brand for an elite global gaming audience. We created a casino marketing campaign to drive interest and build a loyal base of high-end guests to stay and play at the resort.
OUR APPROACH
Relying on our extensive gaming experience, we developed an addressable media campaign to dynamically represent the Baha Mar experience and brand. Our email and direct mail program was delivered to prospect and existing databases to build awareness and intrigue about this massive, spectacular new property and to drive visitation and play.
THE RESULT
The addressable media campaign was a success: email open rates alone reached an unheard of 40%.
The resort’s occupancy far surpassed projections in its opening years, and today the property represents 12% of GDP for the Bahamas and directly employs over 5,000 people.