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Atlantis, The Palm Whisks The World Away With Its First Ever Brand Campaign

May 1, 2014 Luxury Hotels No Comments Email Email

April, 30, 2014. Atlantis, The Palm has launched its first ever multi-channel brand campaign, a push designed to engage audiences in a captivating visual story that will transport holidaymakers into another world.

Dubbed ‘Check into Another World’, the brand new campaign uses innovative Computer Generated Imagery (CGI) technology to highlight the perfect getaway, where guests can leave the world behind and step into the all-encompassing 5-star luxury of Atlantis, The Palm.

The new ad, centres around an 80-second TV commercial, with music composed especially for the campaign. Inspired by the “Northern Soul” music genre evoking happy memories, the soundtrack connects with consumers on an emotional level, putting them in the holiday mood.

The visually rich ad, which also comes in 30-second and 60-second versions, combines live action footage and visual effects, forming the basis of the magical migration journey that audiences are taken on. With CGI animated bird flocks arriving from all continents, representing sunseekers from across the globe, stuntmen and women perform acrobatic moves on rigged wire for the flock landing. The ad features a cast of international high end vacation hunters ranging from young couples, business travellers, families and young adults.

With over half a million views on YouTube all three versions and a reach of over 157,000, on Facebook in just 14 days, the ad is already proving to be a hit.

The multi-channel campaign is featured on Emirates Inflight Entertainment, across cinemas in the GCC, MENA TV, Whatsapp in the GCC, the resort’s own in-house entertainment and across all social platforms.

Part of the campaign includes a CRM video embedded HTML5 email marketing campaign. This innovative step in the hospitality industry has already seen over 70% click-through rate, compared to the global travel/tourism average of 15%.

The ad will also be shown in Dubai International Airport and various global travel trade exhibitions, including the ATM 2014.

Video: Atlantis, The Palm ‘Check into Another World TV ad

With creative designed by JWT Dubai and Psyop New York, the new ad sets the scene for a captivating journey to another world. As the seasons change, temperatures drop and birds begin their migrations, different species make their way past epic landscapes around the world. A group of ‘smart’ birds, break away from the flock, forming their own group en route towards a new desirable location. Viewers are taken on a stunning adventure, through the climates and colours of the different countries of origin including China, Russia, UK, experiencing the cold and the wet as they progress through the ad. The pace starts to slow as the beautiful birds descend. Loose camera angles begin to reveal human shapes coming together. The camera moves closer, with the reveal of a hand elegantly caressing the water.

Approaching Atlantis, guests from all over the globe land after their flight, with a close up of the flock leader’s feet gracefully touching down on the sand and walking towards the resort. A young woman lands at the Nasimi restaurant terrace just as a waiter moves the chair for her to take a seat, whilst another lady joins her partner at Aquaventure Waterpark. The camera moves inside the hotel to a young family admiring the 65,000 creatures in the 11 million litre Ambassador Lagoon. Finally, a Chinese couple enters the beautiful Grand Lobby, looking up at the unique Dale Chihuly glass sculpture. The ad ends with a breathtaking helicopter shot of Atlantis, The Palm at sunset.

Ravini Perera, Senior Vice President of Marketing, PR and Sales said, “This campaign takes us back to what our brand has always stood for, blowing away our customer and creating wonderful memories. At Atlantis, we are constantly innovating. We want people from all over the world to understand that the Atlantis experience is unlike anything they have ever experienced.

“We’ve previously focused on our product, with the new campaign, our aim is to elevate the brand and connect with people on an emotional level whilst highlighting the fantastic reasons why people should visit the resort. Here at Atlantis, they will literally be transported to another world. The holiday doesn’t have to end there; we’ve also created a ringtone supporting the campaign, which will bring back the happy memories at Atlantis, even after the holiday is over.” She added.

The second stage of the Atlantis, The Palm ‘Check into Another World’ campaign will be launched in May, with the campaign aired on inflight screens on British Airways and Qantas Airline flights, additional cinema coverage and a Dubai Taxi Campaign running across over 1,000 Dubai Taxi headrest screens, to further support the campaign.

To view the new Atlantis, The Palm Check into Another World’ campaign click here.

To embed the ‘Check into Another World’ campaign video, please use the following code;

Proving an all-encompassing sensory experience, the ‘Check into Another World” ringtone from the new campaign will be available on Android, iOS and Blackberry devise from May 1st at t http://bit.ly/ATPringtone

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