Barnardo's : Bahamavention

Part of a multimedia effort that features a comedic tack rarely seen in the travel category, these Fallon/Minneapolis print ads are intended to "convey the contrast of a stressed-out, overworked person" before and after a trip to the Bahama

Published On
Dec 20, 2006
Bahamavention

Editor's Pick

Part of a multimedia effort that features a comedic tack rarely seen in the travel category, these Fallon/Minneapolis print ads are intended to "convey the contrast of a stressed-out, overworked person" before and after a trip to the Bahamas, says GCD Todd Riddle. Like the guy in this lead ad, who apparently took a Johnny Winter vacation. "Our target is familiar with what the Bahamas has to offer; in the print, we just wanted to connect with their need to get away, so that when they think 'vacation' they think 'Bahamas.' "

As far as the comedy aspect, "Bahamian culture has a very sophisticated sense of humor, which is evident to anyone who's spent any time down there," Riddle adds. "So it's uniquely appropriate to use a playful, friendly tone while conveying the benefits of taking a vacation. Destination advertising is saturated with more-traditional approaches