Atlantis, The Palm Whisks The World Away with its First Ever Brand Campaign

– The innovative multi-channel campaign takes audiences on a visual journey to ‘Check into Another World’ at the Atlantis, The Palm resort.
– Html 5 video embedded email marketing campaign sees a 70% click through rate, smashing travel industry benchmark of 15%.

Dubai, United Arab Emirates – April, 23, 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.

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, SVP of Marketing 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.

About Atlantis, The Palm, Dubai
Atlantis, The Palm is the first entertainment resort destination in the region and located at the centre of the crescent of The Palm in Dubai. Opened in September 2008, the unique ocean-themed resort features a variety of marine and entertainment attractions, as well as 17 hectares of waterscape amusement at Aquaventure Waterpark, all within a 46 hectare site. It is home to one of the largest open-air marine habitats in the world, with over 65,000 marine animals in lagoons and displays including The Lost Chambers Aquarium, a maze of underwater corridors and passageways providing a journey through ancient Atlantis. Aquaventure features 18 million litres of fresh water used to power thrilling waterslides, a 2.3 kilometre river ride with tidal waves and pools, water rapids and white water chargers. Dolphin Bay, the unparalleled dolphin conservation and education habitat, was created to provide guests a once in a lifetime opportunity to learn more about one of nature’s most graceful mammals. Atlantis, The Palm is also known as the culinary destination in the region with a collection of world-renowned restaurants including Nobu and Ronda Locatelli. The resort boasts an impressive collection of luxury boutiques and shops as well as extensive meeting and convention facilities.