FinCay Group Project Proposal

Project Proposal

Agency Overview & Structure

NCY OVERVIEW & STRUCTURE

Organizational Structure and Creative Services

Our agency operates as an integrated performance engine, structured into five specialist units Strategy, Media Buying, Content Creation, Digital Execution, and Reporting. Each unit is data-led and cross-functional, ensuring that insights flow seamlessly from planning to execution. This model allows us to reduce campaign turnaround by up to 30%, optimize media spend efficiency by 15–20%, and deliver measurable ROI through real-time analytics dashboards The result is a marketing ecosystem where creativity, precision, and accountability intersect guaranteeing every Atlantis campaign is not only impactful, but also consistently optimized for growth.

Our headquarters are located in Nassau, New Providence. We also have regional offices in Nassau, The Bahamas, and Fort Lauderdale, Florida, enabling us to support Atlantis with both local insight and international best practices. This dual presence also ensures we are always accessible to the Atlantis Bahamas leadership team while maintaining regional and national reach for media execution

Key Contacts for Atlantis Account:

Paul Turnquest – Account Director (Primary contact, strategy lead, 12 years in hospitality marketing)

Eldri Ferguson-Mackey – Marketing Campaign Success Manager (Integrated Marketing Campaign Coordinator and Manager)

Rebecca Maycock – Digital Media Planning Lead (Channel optimization, 10+ years experience)

Georgette Turnquest – Client Success Manager (Day-to-day client liaison, 12+ years in account management)

Our layered structure doesn’t just support projects it amplifies them. By uniting strategic continuity with operational efficiency and creative excellence, we ensure every campaign remains agile, on-brief, on-brand, and on schedule This dynamic framework allows us to pivot at speed without sacrificing quality, giving Atlantis a partner capable of delivering consistency, innovation, and measurable impact at every stage.

NCY OVERVIEW & STRUCTURE

Our Competitive Advantage

We bring regional insight fused with global-standard marketing systems, giving Atlantis a partner uniquely positioned to drive measurable growth. Our competitive advantage lies in our ability to combine deep local knowledge, proprietary data access, and senior-led execution under one integrated structure

What Sets Us Apart

Hybrid Structure: Strategy, creative, media buying, and data execution under one roof This reduces campaign turnaround by up to 30% and ensures endto-end accountability from concept to reporting

Local Precision & Partnerships: Exclusive access to Bahamian media ecosystems OOH providers, radio networks, and local vendors—delivering preferential access and 10–15% cost savings versus standard market rates

Agility & Leadership: A senior-led team adept at navigating market shifts, ensuring campaigns pivot quickly while staying on-brand and on-brief.

Data Advantage: Proprietary Caribbean lifestyle, tourism, and hospitality datasets, combined with first-party booking data, CRM insights, and geotargeting capabilities, deliver predictive planning and sharper campaign performance.

Hospitality Track Record: Proven success driving occupancy, guest loyalty, and incremental revenue for Caribbean and global resorts, giving us an executional blueprint that translates directly to Atlantis.

Regional & National Strength

Regional Reach: Campaigns executed across The Bahamas, Trinidad, Guyana, Jamaica, South Florida, and the Dutch Caribbean, with clients spanning retail, government, and major event organizers.

National Scale: Strong buying relationships with Google, Meta, and leading Programmatic DSPs ensure competitive efficiency and performance across digital channels

The Advantage for Atlantis

By uniting local insight, global-standard execution, and proprietary data, we give Atlantis a partner with the scale to compete globally, the precision to dominate locally, and the agility to outperform competitors

DIA CAPABILITIES & APPROACH

Escalation & Service Framework

To ensure seamless communication and rapid issue resolution, we propose a tiered service model:

Weekly Status Calls – Alignment with Atlantis marketing leadership. Monthly Performance Reports – Covering media spend, KPIs, attribution insights, and recommendations.

Quarterly Business Reviews (QBRs) – Strategic sessions with executive leadership to recalibrate goals and track long-term performance.

Escalation Protocol:

Tier 1: Account Manager – Response within 24 hours

Tier 2: Account Director – Response within 12 hours

Tier 3: Managing Director – Response within 6 hours for business-critical issues.

Our Differentiators

Regional Presence + Global Tools – Unlike global-only agencies, we combine on-the-ground Bahamian knowledge with international buying platforms (Google, Meta, Programmatic DSPs)

Agility – Ability to deploy or adjust media within 48 hours, responding to realtime booking or market shifts

Cost Efficiencies – Proven ability to secure 10–15% rate advantages in digital CPM/CPCs and traditional media placements

Hospitality Expertise – Over 20 years of resort and luxury hospitality marketing, ensuring campaigns drive occupancy, ADR, and bookings—not just impressions.

DIA CAPABILITIES & APPROACH

Client Interaction & Governance

Atlantis Bahamas would be supported by a dedicated account pod designed for agility, accountability, and seamless collaboration:

Senior Account Manager – Single point of leadership, ensuring alignment with Atlantis priorities and stakeholder expectations

Media Strategist (Local + Digital) – Optimizes channel mix across traditional and digital platforms, balancing reach and ROI.

Content Manager – Oversees creative development, storytelling, and content syndication

Reporting Analyst – Provides weekly dashboards, ROI analysis, and actionable insights.

The pod would engage in weekly calls and reporting cycles, with in-person planning sessions integrated quarterly or around campaign milestones

Integrated Division Collaboration & Service Model

Performance-Driven Collaboration Model

Our structure ensures that strategy → creative → media → reporting flows seamlessly as one performance system:

Strategy Leads – Define campaign blueprints, KPIs, budget allocation, and measurement frameworks.

Creative Development – Produces assets aligned with Atlantis brand standards and tailored to media requirements

Media Planning & Buying – Executes across local, regional, and international platforms, optimizing for ROI.

Performance Tracking – Near real-time dashboards enable continuous optimization and reinvestment into top-performing channels This model has consistently reduced campaign turnaround by up to 30% and improved media spend efficiency by 15–20% compared to regional averages.

DIA CAPABILITIES & APPROACH

Audience Segmentation for Atlantis

Our approach would segment Atlantis audiences into four core clusters, tailoring creative, media channels, and conversion tactics to maximize performance:

Residents – Loyalty-focused offers and seasonal activations delivered through radio, OOH, SMS/WhatsApp, and geo-targeted digital ads

Domestic Travelers – Conversion-driven digital campaigns, retargeting, and partnerships with local travel agents

Event-Goers – Influencer partnerships, event media packages, and PR outreach to maximize attendance and secondary bookings

Family Vacationers & International Visitors – Storytelling via lifestyle magazines, programmatic video, tour operator partnerships, and influencer campaigns.

Tools & Technology Stack

This fully integrated model ensures Atlantis receives:

Strategic Continuity – A layered structure connecting insight, creative, and media.

Operational Efficiency – Faster campaign turnarounds and 15–20% cost savings via buying power.

Creative Excellence – World-class assets aligned with luxury brand standards

Performance Accountability – Transparent reporting, ROI dashboards, and continuous optimization

In short, our approach delivers the precision to target residents, the creativity to engage global travelers, and the agility to keep Atlantis’ campaigns on-brand, onbrief, and on-schedule.

DIA CAPABILITIES & APPROACH

Digital Capabilities: Booking-Centric Performance

We specialize in digital channels optimized for direct booking impact, with a track record of exceeding industry benchmarks:

Paid Search (Google Ads): Intent-driven targeting, achieving CPCs 20% below industry averages

Paid Social (Meta, TikTok): Engagement campaigns with CTRs of 2.5–3.0% in hospitality verticals

Programmatic & Display: Geo-targeted and audience-based placements, delivering CPMs in the $5–8 range

CRM & Funnel Integration: Linking paid media directly with Atlantis’ booking engine to measure ROI on actual reservations and guest revenue.

Tools & Technology Stack

We deploy industry-leading tools to ensure precision targeting, campaign optimization, and measurable ROI:

Analytics & Media Buying: Meta Ads Manager, Google Analytics 4, Nielsen, Experian, Tourism-Specific Databases, Google Trends.

Creative Suite: Adobe Marketing & Creative Cloud, Maxon 3D Studio, Final Cut, AVID.

Collaboration & Reporting: Asana, Sprout Social, Loomly, R-Studio

In-House Studio – Equipped for:

Videography & Photography

Animation & Sketches

Audio Editing

Studio & On-Site Production

DIA CAPABILITIES & APPROACH

Hospitality & Luxury Brand Expertise

Our leadership and team bring direct experience in luxury hospitality marketing, guest engagement, and revenue optimization—giving Atlantis access to proven expertise in driving occupancy, loyalty, and brand prestige.

Paul Turnquest – Managing Director

25+ years of media strategy and hospitality leadership

Former lead strategist for Baha Mar, directing multi-channel campaigns for Rosewood, SLS, and Grand Hyatt across North America, Europe, and the Caribbean.

Delivered 25% occupancy growth by aligning creative and media strategies with hotel booking cycles, F&B revenue targets, and retail partner activations.

Spearheaded high-profile events ranging from celebrity galas to international sports tournaments, driving global press coverage and premium guest engagement

Managed senior-level stakeholder communications with C-suite executives, global brand partners, and VIP clientele, ensuring brand consistency across diverse luxury touchpoints.

Supporting Leadership Team

Eldri Ferguson-Mackey – Hospitality, Commercial & Marketing Strategist

Proven specialist in hospitality and tourism transformation, uniting commercial strategy, business operations, and marketing integration to drive profitability, expand market share, and elevate brands to global standards while advancing national growth priorities.

Rebecca Maycock – Digital Strategy Lead

12 years of paid media leadership across Meta, Google, and programmatic platforms, with deep expertise in driving direct resort bookings and maximizing cost-per-acquisition efficiency.

Georgette Turnquest & Larissa Lundy – Creative Integration Manager

Specialist in aligning creative strategy with luxury hospitality brand standards, ensuring campaigns balance innovation with brand guardianship across all media channels.

DIA CAPABILITIES & APPROACH

Featured Luxury Clients

Our team has delivered measurable results for luxury resorts, private clubs, and hospitality brands across The Bahamas and the wider Caribbean (A full listing of clients and detailed case studies are included in the Client & Reference Summary section.)

The Briland Club – Directed brand development from concept through government approvals, positioning, and multi-year marketing execution

Outcome: Secured approvals 20% faster than forecast, built pre-opening awareness across U.S. and Caribbean markets, and developed a prospect pipeline valued at $100M+ in sales interest.

Margaritaville Beach Resort, Nassau – Led campaign ideation, content production, and omni-channel media placement, balancing international positioning with local market demand.

Outcome: Delivered 1.5M+ impressions across Meta and Google reaching an estimated 500,000–750,000 unique viewers. Produced 89 graphics, 18 mobile-first videos, and six event coverages, blending promotion with shareable content that amplified the resort’s brand

The British Colonial – Produced high-value photography, videography, and milestone storytelling for relaunch campaigns.

Outcome: Generated over 4M media impressions, driving a 15% uplift in brand consideration during the property’s repositioning

Private Resorts & Clubs – Delivered discreet, high-touch guest experience consulting to elevate luxury service standards.

Outcome: Increased repeat visitation by 25%, improved guest satisfaction scores, and strengthened direct guest-retention marketing channels

International Events & Relations – Managed brand alignment and guest engagement for celebrity artists and VIP clientele, including Tank and Taurus Riley.

Outcome: Achieved global press coverage across 10+ markets, expanded social reach to 5M+ followers, and enhanced Atlantis-scale brand prestige through high-profile entertainment experiences.

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DIA CAPABILITIES & APPROACH

Why This Matters for Atlantis

Our hospitality and luxury portfolio proves the ability to:

Anticipate and respond to the needs of multi-property destinations—from occupancy-driven campaigns to F&B and retail activations.

Balance ROI with brand equity, ensuring every initiative strengthens Atlantis’ reputation as a global luxury leader while delivering measurable growth in bookings, guest loyalty, and spend-per-visit.

Engage diverse audiences international luxury travellers, regional visitors, and the local Bahamian market through data-driven segmentation and omni-channel execution.

With this background, we offer Atlantis a partner that understands the unique complexity of operating a multi-property resort: delivering strategic, creative, and measurable campaigns that elevate both prestige and performance.

PLANNING & RESEARCH PROCESS

Our Process

Framework Philosophy in Media Planning & Buying

Our planning and research process follows a five-step cycle that ensures accountability and agility at every stage:

Market Research & Insights

Leveraging proprietary Caribbean tourism datasets, Nielsen, Experian, GA4, and focus group inputs

Performance Measurement & Refinement

Real-time dashboard reporting, A/B testing, and reinvestment of budget into the highestperforming channels

Strategic Blueprint

Defining KPIs, channel mix, budget allocations, and measurement frameworks.

Channel Deployment

Executing across integrated offline and digital channels with optimized flighting.

Creative Alignment

Translating insights into culturally relevant storytelling and asset design.

This closed-loop cycle reduces campaign waste by 15–20% while accelerating optimization timelines

PLANNING & RESEARCH PROCESS

Proven Offline & Digital Expertise

Our team has delivered high-impact media activations across traditional and digital platforms, ensuring holistic audience coverage:

Print & Broadcast

National print buys with The Tribune and The Nassau Guardian

TV placements across ZNS, OurNews, EyeWitness, Cross Channels

Radio partnerships with key Nassau and Family Island stations

Events & Experiential

Branded event integrations, sponsorship packages, signage, and premium placements

Full media set-ups including cameras, AV, live broadcast coverage (TV & online)

Photography and video production for promotional amplification

Digital Media

Meta Ads (conversion-focused campaigns with loyalty tie-ins)

Google & YouTube Search + Display

Programmatic Retargeting and Lookalike Audiences

Influencer campaigns with Bahamian creators

Product & Loyalty Development

Design and rollout of loyalty programs with tier-based incentives

E-commerce and online ordering platforms integrated with CRM and guest data

OOH & Regional Placements

Local and regional billboards (print and digital), airport signage, and tourist corridor coverage

Cross-Caribbean campaigns supporting tourism boards and global hospitality brands

Market Research & Feasibility Studies

Conducted feasibility research for globally known QSR chains, providing data-driven entry strategies for the Bahamian market.

PLANNING & RESEARCH PROCESS

Proven Offline & Digital Expertise - cont

Our planning and research process ensures:

Precision Targeting – Audience segmentation refined by lifestyle, travel intent, and loyalty behavior.

Cultural Fit – Messaging that connects authentically with residents, visitors, and international luxury travelers

Performance Accountability – Transparent reporting on every dollar invested, proving ROI across brand-building and direct conversions. This means Atlantis campaigns will be culturally resonant, globally competitive, and performance-driven securing both prestige positioning and measurable commercial returns.

OVATION

Our Innovation Philosophy

We treat innovation as an ongoing discipline, not a one-off exercise. For Atlantis, this means continuous testing, adoption, and optimization of new tools and approaches that deliver both guest impact and commercial results. Over the past three years, we have implemented forward-thinking strategies that set benchmarks for hospitality and tourism brands across the Caribbean

Proven Innovations (Past 3 Years)

Dynamic Creative Optimization (DCO): Automatically adjusted visuals and offers based on user location and browsing behavior, powered by AI. Result: Higher ad relevance and double-digit uplift in click-through rates

CRM-Integrated Loyalty Platforms: Enabled tiered offers, upsell opportunities, and personalized on-property experiences. Result: Loyalty program engagement increased by 20–25%

AI-Assisted Creative Production: Used AI tools for copywriting and image refinement to scale high-quality content while keeping tone culturally authentic Result: Cut production time by 30% while maintaining creative standards.

Predictive Booking Models: Piloted AI-driven forecasting for a regional resort, driving a 9% increase in off-peak occupancy We were the first in The Bahamas to integrate influencer-generated content into airport OOH displays.

Developed custom client dashboards (including Influencer Management, Sales tracking, etc) allowing leadership to monitor KPIs, bookings, loyalty signups, and sales 24/7

Influencer-Led OOH: First in The Bahamas (2022) to integrate influencergenerated content into airport displays, merging digital and traditional channels for maximum impact

Custom Client Dashboards: Built always-on KPI dashboards (influencer management, sales tracking, loyalty sign-ups) giving leadership 24/7 visibility into performance

OVATION

Innovation Pipeline (Next 3 Years, for Atlantis)

Predictive Seasonal Demand Modeling + DCO: Real-time adaptation of creative assets to match seasonal demand and audience behavior.

Predictive Audience Targeting: Machine learning models to identify highconversion, churn-risk, or upgrade-ready guests—delivering tailored messaging at the right time.

Augmented Reality (AR) Guest Experiences: Mobile AR filters and immersive experiences tied to Atlantis events, attractions, and dining, boosting social sharing and brand virality.

Hyper-Personalized Guest Journeys: Integrating booking, loyalty, and engagement data to deliver bespoke itineraries and dynamic offers pre-, during-, and post-stay.

Performance-Based Pricing Models: Select campaigns tied to measurable outcomes like bookings or ticket sales, aligning agency success directly with Atlantis’ ROI.

Sustainability Storytelling: Developing immersive digital content around Atlantis’ environmental initiatives, aligning with global travel trends and ESGconscious travelers.

Measuring Innovation Impact

To ensure innovation drives results, we track: Adoption & Engagement – Uptake rates for new tools, platforms, and guestfacing innovations.

Revenue Impact – Incremental revenue directly tied to innovative tactics

Client & Guest Feedback – Surveys and sentiment analysis capturing satisfaction and perception shifts.

Competitive Benchmarking – Regular comparison against global hospitality leaders and regional peers to ensure Atlantis remains ahead.

OVATION

Approach to Trends & Emerging Media

Our disciplined adoption framework ensures Atlantis stays ahead of the curve without taking unnecessary risks:

1 Review emerging channels, ad formats, and content styles relevant to luxury hospitality.

2.Test with small budget allocations on platforms like TikTok Shop, Connected TV, or emerging travel apps

3 Validate fit with Bahamian cultural ambassadors and focus groups to ensure local resonance.

4.Refine or Sunset based on real-world ROI, not hype. For Atlantis, innovation is not about chasing trends—it’s about creating measurable advantage. Our proven track record across the Caribbean shows how we use technology, data, and creativity to drive tangible outcomes—higher occupancy, deeper guest engagement, and stronger loyalty With a forwardlooking pipeline tailored to Atlantis’ scale and prestige, we ensure the brand stays culturally relevant today, competitively positioned tomorrow, and globally recognized as a leader in hospitality innovation.

TURAL ALIGNMENT, PEOPLE DEVELOPMENT &

FIVE-YEAR

VISION

Our Understanding of Atlantis

We view Atlantis as more than a destination—it is a Bahamian icon and a symbol of national pride. Our agency champions authentic storytelling, elevating local voices with global polish to position Atlantis as both a world-class resort and the Caribbean’s flagship hospitality brand. With a team that is majority Bahamian/Caribbean, we are deeply committed to sustainable, inclusive growth that benefits the brand, the community, and the broader Bahamian economy. Our strategies are designed to connect with Atlantis’ most valuable guest segments:

Young Affluent Travelers – Experience-driven explorers with high discretionary spend and appetite for premium, differentiated hospitality.

Caribbean Families – Regional visitors who value cultural familiarity, multigenerational leisure, and repeat visitation.

High-LTV Repeat Guests – Long-term loyalists with strong lifetime value, cross-property engagement, and referral influence.

Local Tastemakers – Influential Bahamians who shape perceptions, drive organic brand advocacy, and reinforce Atlantis’ cultural centrality. This audience-first strategy underpins the entire Media Planning and Budget section of our proposal. Each channel allocation from search and social to OOH and loyalty activations has been matched to the audience segment most likely to convert. By integrating cultural alignment, data-driven targeting, and predictive analytics, the strategy ensures Atlantis can grow occupancy, expand its loyalty base, and strengthen brand equity across every guest profile.

CULTURAL ALIGNMENT, PEOPLE DEVELOPMENT & FIVE-YEAR VISION

Value Alignment

Our agency’s practices are built to directly reinforce Atlantis’ core values:

Atlantis Core Values Agency Practices

Excellence

Dedicated luxury training and senior leadership involvement on the account

Innovation

Commitment to AI-driven optimization, dynamic creative, and emerging media pilots

Community

Local office presence in Nassau and strong relationships with Bahamian media partners

Sustainability

Focus on reducing print waste and leveraging eco-conscious media activations

CULTURAL ALIGNMENT, PEOPLE DEVELOPMENT & FIVE-YEAR VISION

Additional Sustainability Focus Proposed to Align with Atlantis Values

1. Print & Media Efficiency 2. Eco-Conscious Media & Production

Reduce print advertising volume by 40% over 2 years, shifting to digital-first campaigns

Use QR-enabled OOH to track engagement, eliminating non-measurable placements.

Minimum 30% of video/photo production to use renewable-energy-powered studios or carbon-offset contributions.

Commit to paperless reporting (100% digital dashboards + cloud-based access)

3. Sustainable Partnerships

Prioritize media placements with vendors that have green policies (e.g., energy-efficient billboards, recycled materials in print).

We can also seek to partner with local Bahamian eco-influencers to amplify Atlantis’ environmental initiatives.

4. Guest Engagement in Sustainability

Campaign activations can be tied to Atlantis’ marine conservation and coral restoration programs.

Loyalty program integration: reward members for eco-friendly behaviors (e.g., reusing towels, opting into digital check-in)

5. Measurable Reporting for Atlantis

Include a quarterly sustainability scorecard in reporting dashboards:

% reduction in print use

% of media budget to sustainable channels

Carbon offset contributions per campaign

Engagement with eco-themed content

Our approach makes Atlantis’ marketing both commercially effective and culturally responsible, embedding sustainability and resilience to deliver ROI, elevate brand prestige, and create lasting impact for guests, the community, and The Bahamas

CULTURAL ALIGNMENT, PEOPLE

DEVELOPMENT & FIVE-YEAR VISION

People Development & Capability Building

We believe strong teams drive strong results. Our investment in talent ensures Atlantis benefits from a team that is highly skilled, motivated, and future-ready.

Professional Development

Annual certifications across Google Ads, Meta Blueprint, Programmatic Buying, Hospitality Marketing, and Advanced Analytics & Attribution

Staff rotations across strategy, creative, and analytics projects to build multiskilled practitioners capable of delivering end-to-end campaign excellence.

Employee Engagement & Retention (2024 Survey Results)

92% employee satisfaction score overall.

85% of staff are confident in leadership direction.

88% report having the right tools to perform at the highest level.

72 years average tenure of client-facing staff, ensuring continuity and institutional knowledge for Atlantis.

This approach ensures our people are not only technically certified, but also strategically aligned, creatively agile, and analytically rigorous

By aligning our values, people, and vision with Atlantis, we deliver more than campaigns we deliver a partnership built on cultural authenticity, operational stability, and measurable growth. Atlantis gains a team that: Reflects local culture while competing at global hospitality standards

Maintains continuity and stability with long-tenured, certified staff.

Invests in innovation and sustainability that align directly with Atlantis’ brand promise.

Prepares for the future with a five-year roadmap in digital innovation, market research, and talent development.

CULTURAL ALIGNMENT, PEOPLE DEVELOPMENT & FIVE-YEAR VISION

Five-Year Plan – Growth in People, Digital and Market Research

Our two agencies have partnered on this proposal because we share the same vision for elevating Bahamian and Caribbean marketing. Together, we have defined a five-year growth roadmap aligned with Atlantis’ scale and ambition:

1. Deepening Digital Capabilities

Launch an in-house Digital Innovation Lab to pilot emerging channels such as AI-driven content, hyper-personalized programmatic campaigns, and immersive digital experiences

Develop advanced attribution models to tie campaigns directly to bookings, reservations, and ticket sales.

Introduce performance-based pricing models for select campaigns, aligning agency success directly with Atlantis’ ROI

2. Market Research Leadership

Establish a dedicated Caribbean Market Research Division specializing in hospitality, tourism, and consumer behavior.

Integrate advanced analytics tools—including predictive modeling, sentiment analysis, and geo-behavior mapping into campaign planning. Provide actionable insights that inform both Atlantis and regional stakeholders, positioning the agency as the go-to source for Caribbean hospitality intelligence.

3. Thought Leadership & Training Hub

Develop an internal training academy offering certifications in digital marketing, media strategy, and hospitality brand management—for both agency staff and Atlantis teams.

Extend access to the Innovation Lab for young Caribbean marketers and freelancers, providing access to high-end tools and mentorship. Host annual marketing conferences positioning the agency as the Caribbean authority on tourism marketing and market research.

CULTURAL ALIGNMENT, PEOPLE DEVELOPMENT & FIVE-YEAR VISION

Five-Year Plan – Growth in People, Digital and Market Research

4. Regional & International Expansion

Establish satellite offices or dedicated representatives in key Caribbean hubs (Jamaica, Trinidad, Barbados) to grow reach and local expertise.

Build strategic alliances with international travel PR firms in the U.S., UK, and Europe to drive long-haul visitor growth for Atlantis

Position our combined agency as the Caribbean’s premier tourism marketing consortium.

Our structure, people, and growth roadmap ensure Atlantis receives a partner that:

Authentically represents Bahamian culture while meeting global luxury standards.

Continuously innovates and upskills, ensuring campaigns remain fresh, datadriven, and competitive.

Expands Atlantis’ influence beyond The Bahamas establishing the resort as both a regional leader and a global icon.

For Atlantis, our value goes beyond marketing execution—we bring a partner that is culturally aligned, globally competitive, and future-focused. With a majority-Bahamian/Caribbean team, a clear five-year roadmap for digital and research leadership, and a commitment to continuous people development, we ensure Atlantis remains not just a premier destination, but a Bahamian icon with global influence and measurable growth.

CULTURAL ALIGNMENT, PEOPLE DEVELOPMENT & FIVE-YEAR VISION

Risk Mitigation & Planning

1. Media Performance Risks

Risk: Underperformance of a chosen channel (eg, low CTR on display)

Mitigation: Always allocate 10–15% of budget to flexible testing; reallocate spend within 48 hours via programmatic buying.

2. Market Conditions (Travel Disruptions, Economic Downturns)

Risk: Sudden drop in regional or international travel demand.

Mitigation: Pre-developed domestic & local resident campaigns to pivot focus to staycations and events. Predictive demand modeling for early warning.

3. Reputation & Crisis Communication

Risk: Negative PR event (service failure, environmental issue, global crisis)

Mitigation:

Pre-approved crisis communication playbook. 6-hour executive escalation protocol (already in proposal).

Real-time sentiment monitoring via social listening.

4. Technology & Data Security

Risk: Breach of loyalty or CRM data.

Mitigation: Use GDPR- and CCPA-compliant platforms, quarterly penetration tests, and encrypted loyalty integrations

5. Execution Risks (Production Delays, Vendor Gaps)

Risk: Delays in creative production or event logistics

Mitigation: Maintain in-house production studio capacity, plus 2 pre-vetted backup vendors for AV, print, and digital.

6. Measurement & Reporting Risks

Risk: KPI data gaps or attribution errors.

Mitigation: Dual-tracking via Google Analytics 4 + Adobe Marketing Cloud, cross-validated with CRM and loyalty booking data.

For Atlantis, our value goes beyond marketing execution—we bring a partner that is culturally aligned, globally competitive, and future-focused With a majority-Bahamian/Caribbean team, a clear five-year roadmap for digital and research leadership, and a commitment to continuous people development, we ensure Atlantis remains not just a premier destination, but a Bahamian icon with global influence and measurable growth.

The Strategic Approach

EXECUTIVE SUMMARY

This integrated marketing strategy is designed to increase local engagement, boost revenue through resident promotions, and align Atlantis Paradise Island with Bahamian cultural and economic interests. It outlines a data-driven, phased media and buying plan, direct stakeholder outreach, and loyalty-based tactics with projected KPIs to ensure performance accountability. A key component includes the Atlantis Insiders Loyalty Program, a multi-channel media plan, stakeholder alignment with government and civic organisations, and a riskmanaged rollout that incorporates community advisory feedback

Marketing Response Plan Baseline

Business Goals & SMART KPIs

Target Market Insights

Demographics: Bahamian residents aged 25–55, families, couples, and groups.

Value-focused, socially influenced, experience-seeking

Behaviours: High digital media usage, peaks during holidays, positive response to loyalty perks and event-based offers.

EXECUTIVE SUMMARY

Competitive Landscape

Baha Mar

Margaritaville

$98 Adults / $48 Kids

$765.42 Waterpark (Baha Bay), resident focus

Blue Lagoon

$98 Adults / $48 Kids

$90768 Waterpark, resort experience

Atlantis Coral

$70 Adults / $45 Kids N/A Marine experience

$70 Adults / $45 Kids

$1,275 Premium amenities, central locale

EXECUTIVE SUMMARY

Strategic & Competitive Positioning – Atlantis Paradise Island

Criteria Atlantis Paradise Island

Brand Recognition

Local Engagement

Global luxury resort brand with strong domestic & international awareness

Dedicated

Resident Loyalty Program, geotargeted offers, community activations

Event & Entertainment

Unique Experiences

Digital Marketing Footprint

Loyalty & Retention

Year-round entertainment calendar, celebrity shows, cultural events

Aquaventure Waterpark, Dolphin Cay, marine habitats, culinary festivals

Multi-channel, data-driven campaigns with geo-fencing & personalization

Atlantis Insiders Loyalty Program with tiered rewards

Pricing & Value

Partnership

Potential

Premium pricing with strong perceived value through experiences

Established tourism board relationships, corporate partnerships, airline promotions.

Baha Mar

High regional recognition, but smaller global reach

Resident specials but no structured loyalty platform

Luxury dining and casino focus, fewer cultural tie-ins

Upscale dining, art collections, casino

Strong social media presence, less localized targeting.

No comprehensive loyalty structure

Premium pricing, luxury focus

Sandals Royal Bahamian

Strong Caribbean brand, limited local cultural integration

Minimal local engagement beyond events

Mostly couplesfocused activities, less variety for locals

All-inclusive couples resort activities

Brand-level digital strategy, not propertyspecific.

Sandals Select loyalty (regional, not propertyspecific)

All-inclusive at high price point

RIU Palace Paradise Island Local Boutique Resorts

Moderate recognition, mainly pricedriven audience

Limited to niche audiences

Occasional local discounts

High community ties but smallscale reach

Limited onproperty entertainment

Seasonal events tied to community festivals

Beachfront access, allinclusive dining

Personalized experiences, ecotourism

Limited sophisticated targeting

Low spend but authentic local content

No structured loyalty

Mid-range pricing, valuefocused

Informal repeatguest perks

Variable, often budget-friendly

Corporate and luxury travel agent network

Regional tour operators

OTA and package travel deals

Local tourism boards

EXECUTIVE SUMMARY

Atlantis Key Strengths

Unmatched breadth of experiences – No competitor combines entertainment, marine life, and cultural immersion at this scale.

Structured local loyalty program – An “Atlantis Insiders" program will give a tangible reason for locals to choose Atlantis repeatedly.

Advanced, localised digital marketing – Ability to reach residents and nearby travellers with precision geo-targeting.

Year-round event calendar – Keeps the brand relevant and top-of-mind every season.

Opportunities Leveraged in the Proposed Media Plan

Competitors lack long-term local retention strategies Atlantis can own this space

Stronger storytelling around community involvement and cultural authenticity will differentiate from luxury-only competitors

Event-driven marketing can disrupt competitors’ seasonal booking cycles

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Case Study Reference for Strategic Baseline: Puerto Rico Tourism Company

The Puerto Rico Tourism Company executed a successful domestic tourism strategy that increased travel by 28% through value-driven campaigns, local storytelling, and loyalty offers The following table compares their strategic pillars to the Atlantis response plan, showing clear alignment and justification for similar approaches This approach combined with data-driven decision making supports the proposed methodology contained in this document

Puerto Rico Tourism Tactic

Local storytelling campaigns using native influencers and communities

Resident-only deals and flash campaigns for weekend escapes

Points-based loyalty platform for domestic travelers

Co-branded activations with local banks and telcos

Digital-first media with local geofencing and mobile push

Atlantis Equivalent Strategic Alignment

Atlantis Culture Ambassadors program featuring Bahamian personalities

Seasonal Conversion Sprints and Resident Microsite

Atlantis Insiders Loyalty Program (Bronze, Silver, Gold tiers)

Atlantis x RBC/Aliv/BTC promotional bundles

Meta, Google, WhatsApp, SMS outreach to Bahamian residents

Program Objectives Defined

Authentic local engagement builds trust and emotional connection

Stimulates short-lead bookings and reduces shoulder-period vacancy

Incentivizes repeat visitation and spend among local audience

Leverages high-trust distribution and acquisition channels

Precision targeting ensures efficient media spend and higher ROAS

The following are core objectives to be used as the baseline for the proposed strategy:

Increase Local Share of Traffic by 25%.

Achieve 4.5X ROAS on Paid Media.

Build First-Party Resident Data for Retargeting.

Proposed Marketing Tactics

Loyalty-based incentives: Atlantis Locals Club with tiered rewards.

Partnerships: Collaborate with local banks, airlines, and mobile networks.

Event tie-ins: Cross-promote with concerts, brunches, and school holidays

Revamp local booking UX with resident-only microsite or app portal

Push mobile-first offers via SMS and WhatsApp broadcasts

Use geofencing to target Nassau/Paradise Island populations

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Media Plan Execution & Alignment Summary

The Puerto Rico Tourism Company executed a successful domestic tourism strategy that increased travel by 28% through value-driven campaigns, local storytelling, and loyalty offers. The following table compares their strategic pillars to the Atlantis response plan, showing clear alignment and justification for similar approaches This approach combined with data-driven decision making supports the proposed methodology contained in this document

Tactic Description

Atlantis Insiders Loyalty Program

Geo-targeted Social Campaigns

Cultural Ambassador Content

Seasonal Conversion Sprints

SMS & WhatsApp Offers

Bank & Telco Co-Branded Promos

Branded Event Experiences

Resident Microsite Portal

Tiered rewards for locals based on frequency of visits, purchases, and referrals

Meta and Google campaigns aimed at Nassau and key population centers with time-sensitive offers

Local influencers showcase Atlantis experiences and invite peers through social stories and videos

Flash sales and bundles launched ahead of school holidays, holidays, and key local events

Direct opt-in messages to locals with unique resident codes and limited-time bundles

Atlantis offers tied to local bank cards or mobile usage (eg, top-up bonus for staycation voucher)

Host or sponsor Atlantisthemed concerts, wine dinners, and brunches with Bahamian partners

Dedicated booking interface for locals with frictionless UX, FAQs, and loyalty integration

Expected Impact Strategy Alignment

+28% return visit rate; +15% offer redemption

CTR > 2%, CPC < $040; increased web traffic from local IPs

Higher conversion through trust-based UGC; +20% social shares

20–25% spike in bookings during sprint periods

Conversion rates up to 10–12% on segmented lists

10K+ new leads; 20–30% boost in offer visibility

50%+ local attendance at premium events; ticketed revenue uplift

Lower abandonment rates; higher booking completion rates

Drives loyalty and retention; supports local repeat visitation

Boosts local awareness and campaign efficiency

Improves authenticity and local connection to brand

Supports occupancy goals during off-peak periods

Addresses mobile-first behavior among Bahamian residents

Leverages trusted platforms and native channels for acquisition.

Aligns brand with cultural capital and lifestyle experiences

Improves conversion funnel and aligns with digital priorities

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Key Marketing Tactics Outlined

Atlantis Insiders Loyalty Rewards Program for Locals

The proposed Atlantis Insiders Loyalty Program is designed to increase repeat visits, reward resident engagement, and create a strong emotional and transactional connection with local audiences The program is tiered, behaviourdriven, and can be fully integrated with Atlantis’ CRM and promotional engines. It features exclusive access, bonus perks, and community recognition for top participants.

Program Objectives

Increase local repeat visitation by 20% within 12 months

Encourage local spending on amenities, events, and dining

Collect first-party data for CRM retargeting and up-selling.

Tiered Structure

Tier Eligibility Criteria Core Benefits (Examples) Bronze

off bookings, birthday gift, early access to events

off, complimentary brunch for 2/year, VIP event invites

Reward Triggers

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Enrolment & Communication Strategy

Digital signup via Atlantis resident portal, onsite iPad kiosks, and SMS opt-in.

Welcome series via email with bonus points for completing profile. Monthly loyalty newsletter and personalised offer emails SMS reminders for point thresholds and expiring offers.

Success Metrics

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Geo-Targeted Social Campaigns Outline

Key Initiatives

Drive bookings, visitation, and local engagement by delivering highly relevant, location-based messages to targeted audiences Support both local market loyalty programs and regional/domestic tourism growth.

Target Audience

Primary: Residents of New Providence & Family Islands (locals-only offers, events, and loyalty perks).

Secondary: Regional travellers from key feeder markets (Bahamas-adjacent territories and high-potential domestic segments).

Segmentation by: Location (geo-fencing & geo-targeting), behavioural data, demographics, and interests.

Geo-Targeting Approach

Geo-Fencing: Digital perimeters around high-traffic areas like airports, cruise ports, beaches, malls, and event venues.

Geo-Targeted Ads: Location-specific offers to users within set radius zones.

Dynamic Ad Creative: Content changes automatically based on the user’s location

Channels

Meta Ads (Facebook & Instagram): Carousel ads, Stories & Reels with live resort activities.

Google Display & YouTube: Targeted video ads and contextual placements.

TikTok: Short-form content by local influencers with geo-tags.

Snapchat: Geo-filters for events, dining, and entertainment nights.

Messaging Themes

Locals-Only Exclusives

Event & Entertainment Alerts

Family & Day Passes

Loyalty Program Hooks

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Key Initiatives

Geo-Targeted Flash Deals

Event Attendance Boost

Day-of Staycation Push

Local Loyalty Enrolment

KPIs & Measurement

Primary KPIs: CTR, CPA, event attendance lift, loyalty sign-ups

Secondary KPIs: Engagement rate, geo-radius reach, booking conversion rate.

Forecasted Business Impact

Immediate: Higher occupancy on low-demand days; increased same-day and short-lead bookings.

Medium Term: Boost in repeat visits via loyalty program adoption.

Long Term: Stronger brand affinity with locals and regional travellers, increasing lifetime customer value

Direct Local Engagement & Stakeholder Plan

Stakeholder Categories

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Community and Cultural Engagement Strategy

Community Advisory Roundtable (CAR): Quarterly meetings with civic leaders and business partners to co-develop local campaigns.

Atlantis Local First: Hire Bahamian talent, procure from Bahamian vendors, and showcase local chefs and DJs at events.

Atlantis Culture Ambassadors: Paid partnerships with respected locals to appear in campaigns and events.

Local Events Calendar: Integrate Junkanoo, Independence Day, and other holidays with themed resort offers

Employee Engagement: Atlantis Proud newsletter, referral bonuses, and insider training for frontline staff.

Civic & Government Alignment

Agency/Group

Local Communication Tactics

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Stakeholder Influence Map – Atlantis Paradise Island

Stakeholder Group Examples Influence Level Interest Level Engagement Strategy

Government & Tourism Authorities

Local Community Leaders

Corporate & Hospitality Partners

Ministry of Tourism, Bahamas Investment Authority, Nassau City Council

Civic associations, cultural event organizers, school boards

Airlines (Bahamasair, JetBlue), cruise lines, travel agencies

Media & Influencers

Employees & Resort Staff

NGOs & Environmental Groups

Residents (Customer Base)

Local radio hosts, Bahamian lifestyle bloggers, regional travel influencers

Frontline staff, management teams, union reps

Bahamas National Trust, marine conservation organizations

Atlantis Insiders members, nonmember locals

Regular strategic briefings, joint press releases, partnership on national tourism campaigns

Attend local events, sponsor community programs, offer locals-only benefits

Co-branded campaigns, package deals, crosspromotions

Invite to press trips, provide exclusive content, host influencer days at Atlantis

Internal brand ambassador program, staff incentives tied to campaign KPIs

Highlight sustainability initiatives, collaborate on marine habitat programs

Loyalty program marketing, geo-targeted offers, cultural celebration events

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Engagement Success Metrics

Atlantis Insiders Enrollments 5,000 in 6 months

Positive Sentiment (Surveys) 80% satisfaction

Earned Media Mentions 30+ per quarter

Community Advisory Retention

attendance

Employee Engagement 70% participation

Direct Local Targeted Traditional Media & Grassroots Activation Strategy

This section outlines a robust traditional media approach that complements the digital strategy. It focuses on regional visibility, brand trust, and localised conversion through print, outdoor advertising, and grassroots efforts island-wide. These channels enhance cultural resonance and community-level impact Metric

Print Media Strategy

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Outdoor (OOH) Advertising

Location

Nassau Roundabouts

Paradise Island Entry

Airport Arrivals (NAS)

Downtown Nassau

OOH Format

Billboards / Rotational Posters

Bridge Banners

Digital Displays

Bus Stop Shelters

Grassroots Activation by Island

Creative Focus

Resident Day Pass & Insiders promos

Welcome Back Campaigns

Loyalty Program Awareness

Event Countdown & Local Bundle Ads Island

New Providence

Grand Bahama

Abaco

Exuma

Eleuthera

On-site school events, Junkanoo partnerships Urban Renewal, schools

Radio-sponsored giveaways, loyalty kiosk pop-ups

Church group bundles, outreach fairs

Local marketplace ads + sampling

ZNS, local FM

Community visibility & education

Direct enrollment & awareness

Community churches Family audience exposure

Tourism Council

Festival booths, branded merchandise Island fairs

On-ground resident sampling

Brand association with local culture

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Measurements & Reporting

Weekly field reports from street teams and event sponsors

Track print ad coupon redemption and foot traffic from grassroots activities.

QR code scans from billboards and print tie-ins linked to resident microsite

Monthly wrap-up reports showing regional ROI and community sentiment.

Resident Microsite Portal – Detailed Overview

Objective

The Resident Microsite Portal is designed to serve as a centralised, dedicated online hub for Bahamian residents and local stakeholders, offering tailored content, exclusive deals, and loyalty program access. It enhances Atlantis’ relationship with the local community while providing a streamlined digital experience that supports targeted marketing and measurable engagement.

Key Functions & Features

Exclusive Offers & Promotions: Locals-only rates on rooms, dining, and entertainment; time-sensitive flash deal banners targeted to logged-in residents

Loyalty Program Integration: Direct access to Atlantis Local Rewards enrolment and account management; personalised offers based on profile and booking history

Event Calendar: Live calendar of events, concerts, and dining experiences; RSVP and ticket purchase integration.

Booking & Reservations: Seamless booking for day passes, dining, spa, and activities; priority booking windows for residents during high-demand periods.

Content Hub: Articles, videos, and behind-the-scenes content; features on local cultural partnerships and sustainability initiatives

Mobile-Optimised Design: Fully responsive design with push notification system for opted-in users

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Technical Considerations

Platform: Standalone microsite linked from Atlantis main site with residentspecific content.

Login & Verification: Secure login with residency verification optional (national ID or utility bill upload)

Integration: Connected to Atlantis’ CRM for data tracking, retargeting, and loyalty analytics

Analytics & Tracking: GA4 + Meta Pixel for behaviour tracking and campaign attribution.

Marketing Tactic Alignment

Geo-Targeted Social Campaigns: Direct portal traffic to specific sections (events, deals).

Email & SMS Campaigns: Personalised outreach for booking and redemption.

Influencer Campaigns: Local personalities promoting portal benefits and exclusives.

KPIs

Number of resident accounts created

Portal visit frequency per user

Conversion rate for bookings from portal traffic

Loyalty program sign-ups via portal

Average revenue per resident user

Forecasted Business Impact

Short Term: Immediate uptake of local offers and increased attendance at events

Medium Term: Higher repeat visitation through loyalty incentives.

Long Term: Strengthened brand loyalty, turning locals into consistent revenue contributors.

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Proposed: Media

Planning & Buying Approach with Budget Outline

Media Planning Objectives

Build consistent visibility across the Bahamas with a local-first lens

Drive Atlantis Insiders Loyalty sign-ups and resident bookings

Reinforce campaign messages using high-frequency media

Audience Targeting & Media Plan Outline

The media plan and mix provides a strategic overview of how each channel contributes to Atlantis’ business goals It directly supports marketing tactics with performance-based allocation, channel-specific KPIs, and clearly defined audience alignment. The approach emphasises efficiency, cultural relevance, and ROI across all phases of execution.

Audience Targeting

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Channel Strategy, Business Impact and Tactical Alignment

Media Channel Strategic Role

Meta (Facebook/Instagr am)

Localized awareness, engagement, and promo activation

Google Search & YouTube

Radio (Local FM Stations)

Out-of-Home (OOH)

Influencer Marketing

SMS / WhatsApp Campaigns

Email CRM

Print (The Tribune, Bahama Journal)

Intent capture, retargeting, and video storytelling

Mass-market awareness and reinforcement among commuter audiences

Geographic coverage near retail hubs and high-traffic roundabouts

Trust-based content to drive action via local personalities

Direct, mobile-first promotional outreach to locals

Retention and upsell channel for registered locals

Brand credibility and audience extension in formal channels

Business Impact Supporting Tactics

Primary driver of reach among Bahamian residents; high engagement on resident-rate offers

Supports bookings and information discovery; 6–10% conversion rates on branded queries

Drives recall and event awareness; especially effective for 35+ age group

Reinforces digital campaigns; complements radio and mobile push

Boosts credibility and social validation; higher CTR on peer-led content

Achieves 10–12% clickthrough and 5–8% conversion; low cost per reach

Low-cost nurture engine; ideal for Insider tier-based promotions

Drives engagement among traditional readers; supports luxury positioning

Geo-targeted campaigns, seasonal sprints, UGC ambassador content

Promo-driven search ads, retargeting for abandoned cart users

Concert promotions, Atlantis Insiders awareness, family bundle ads

Visual reinforcement of flash deals and loyalty sign-ups

Ambassador campaigns, live event coverage, takeover content

Personalized offers, loyalty nudges, flash event alerts

Insider offers, birthday bundles, referral incentives

Support for loyalty launch, wine dinners, and concert wrap-ups

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Recommended Media Mix

The following table directly maps the proposed media strategy against key performance indicators (KPIs) listed in the Atlantis RFP document This alignment demonstrates how each channel is expected to contribute to brand awareness, lead generation, and conversions, based on forecasted outputs.

Media Channel Atlantis RFP KPI Proposal KPI

Facebook / Instagram Impressions, Clicks, Conversions CTR ≥ 2%, CPC ≤ $0.40

Google Search / YouTube Website Traffic, Conversions 6–8% conversion on branded search

Radio (Local FM) Impressions, Conversions 15–20% uplift in recall

OOH (Billboards, Bus Stops) Impressions, Conversions 10K+ QR scans

Print Media Conversions 3,000+ coupon redemptions

Influencer / Social Content Engagement, Conversions 5%+ engagement

Email / SMS / WhatsApp Lead Generation, Clicks 12% CTR, 6–10% conversion

Events / Grassroots Engagement, Lead Gen 5K signups, 20K impressions

Reporting & Performance Reviews

Frequency Deliverable

Expected Business Impact

Drive loyalty sign-ups, resident bookings

$400K+ incremental local bookings

Increased traffic and promo participation

Microsite traffic and offer discovery

Promotion visibility and booking incentives

Brand affinity and campaign virality

Direct revenue from local traffic

Database growth, community loyalty

Metrics Tracked Weekly

Campaign Snapshot

Impressions, CTR, CPM

Monthly Channel Performance Report CPA, ROAS, Promo Use

Quarterly Executive Impact Review

Booking Volume, Loyalty Growth

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Atlantis Media Budget Summary

This table outlines the proposed media spend by quarter and channel, including KPI goals, expected business outcomes, and alignment with core marketing tactics.

Expected Business Impact

Google Search / YouTube

Search retargeting, abandoned cart capture 6–8% conversion on branded queries

Cultural ambassado rs, experienceled content 5%+ engagement rate

Loyalty signup, flash deals, UGC campaigns

CTR ≥ 2%, CPC ≤ $040, Loyalty Enrollments

$400K increment al local bookings

Brand credibility + 200K+ organic reach

Drive 10,000+ loyalty signups and resident bookings OOH (Billboards, Bus Stops)

Directional branding, QR activation QR scans, walk-in uplift

10K+ microsite visits from QR codes Print (Newspape rs & Inserts)

Credibility, concert/eve nt launches

3,000+ redemptio ns from print visibility Radio (ZNS, More94)

Mass awareness, event push, daily offers

Direct mobile booking triggers, loyalty nudges

Coupon Redemption, Ad Recall

Promo Recall, Callins, Redemption s 20% uplift in offer awareness

CTR 12%, Conversion 6–10%

Direct bookings, loyalty boost via mobile

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Atlantis Media Budget Assumptions

Budget & Structure

Total Annual Budget: $552,300 USD

Media Buy Allocation: 80% of total budget = $441,840 USD

Consultancy Fee: 20% of total budget = $110,460 USD

Seasonal Distribution by Quarter

Q1 (Jan–Mar): 20%

Q2 (Apr–Jun): 25%

Q3 (Jul–Sep): 30%

Q4 (Oct–Dec): 25%

Distribution Logic

Each media channel’s total annual budget is distributed quarterly using seasonal weights

Consultancy fee is also split by quarter using the same seasonal distribution.

Budget allocations are designed to support strategy alignment, KPI delivery, and campaign pacing needs

Media Channel Allocations

Meta (FB/IG): 25%

Google Search / YouTube: 15%

Radio (ZNS, More94): 20%

OOH (Billboards, Bus Stops): 15%

Influencer Campaigns: 10%

SMS / WhatsApp Campaigns: 10%

Print (Newspapers & Inserts): 5%

Recommended Budget Management & Optimisation

Monthly pacing adjusted based on ROI

10% reserved contingency for campaign pivots

Media performance tracked via GA4, Meta Business Suite, and Looker dashboards

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Campaign Media Phasing

Phase 1: Launch Month 1–2 Loyalty Program & Awareness Radio, Meta, Print

Phase 2: Engagement Month 3–5

Promo Redemptions + Event Push Influencer, Google, SMS

Phase 3: Loyalty Growth Month 6–9 Re-engagement + Retargeting CRM, SMS, Radio

Phase 4: Retention Month 10–12

Holiday Promos + Tier Upsell Meta, YouTube, OOH

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Business Impact Summary

Occupancy Impact: Projected to move from 82% baseline to an ~88% annualized average during active campaign periods

Loyalty Base Growth: Expected +15–20% YoY, driving long-term retention revenue and higher repeat visit rates.

Market Share Expansion: Estimated +4% share gain in the local + regional tourism segment

Brand Recall Lift: Anticipated +15% increase in targeted awareness metrics, driven by omni-channel exposure.

Assumptions for Forecasting

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Projected Conversions & Revenue Impact

Digital Channels (Social, Search, Display): ~4,700 incremental bookings

Loyalty Program Promotions: ~5,300 incremental bookings.

Events & Activations: ~400 incremental bookings.

Traditional Media (Radio, OOH, Print): Awareness lift contributes ~1,200 incremental bookings via multi-touch attribution.

Total Incremental Bookings = ~11,600

Average Stay Revenue per Booking = ADR $450 × 3 nights = $1,350

Total Incremental Revenue = ~$1566M USD

ROI Calculation

Total Campaign Spend: $552,300 USD (including 20% consultancy fee)

Total Revenue Generated: ~$15.66M USD

ROI: 28.3 : 1

Why This Matters for Atlantis

This ROI forecast demonstrates how a $552K investment in targeted, data-led marketing delivers $15M+ in measurable revenue uplift, while also strengthening loyalty, awareness, and market share The integrated strategy ensures that every channel not only drives performance but also reinforces Atlantis’ position as the Caribbean’s premier luxury destination.

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Sample Creative Messaging Approach

Messaging Objectives

Drive Action: Compel audiences to book, visit, or engage immediately through time-sensitive and benefit-led messaging.

Build Affinity: Reinforce Atlantis’ position as a cultural, entertainment, and lifestyle leader in The Bahamas.

Differentiate: Highlight experiences and exclusives locals can’t find elsewhere. Sustain Engagement: Maintain ongoing conversation with both locals and regional travellers throughout the year

Core Messaging Pillars Pillar

Exclusivity for Locals

Live the Experience

Family & Community Connection

Rewards & Recognition

Seasonal & Event-Driven Hooks

Your Paradise, Your Perks Bahamian Residents Only: Unlock Special Access

Step into the Music, Magic, and Moments of Atlantis.

Your Next Family Daycation is Closer Than You Think

Loyalty that Pays – Earn More Every Visit

Timed campaigns tied to peak seasons, public holidays, cultural celebrations, and special resort events

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Creative Themes by Channel

Channel

Social Media (FB/IG/TikTok)

OOH & Print

Radio

SMS/WhatsApp

Influencer Collaborations

Resident Microsite Portal

Tone & Style

Tone/Style

Inclusive yet Aspirational

Energetic & Immediate

Visual-First

Localized Language

Creative Approaches

Short video reels of locals enjoying events; Carousels for multiple offers; Geo-tagged content

Bold visuals with minimal copy; QR codes; Location callouts.

Conversational voiceovers with local accents; Short bursts for flash offers and reminders.

Direct, personalized call-to-action ('Tonight’s live show starts at 8 PM – Book Now').

Authentic testimonials and 'day in the life' content.

Curated landing pages with consistent tone and visual identity.

Description

Make locals feel special, valued, and part of the brand’s inner circle

Use urgency when promoting events and flash deals

Lead with high-quality photography and dynamic video.

Incorporate Bahamian expressions, cultural references, and community pride

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Sample Campaign Themes

Theme Concept

Your Paradise, Your Privilege

Make Bahamian residents feel like VIPs in their own backyard

Example Assets

Best Channels

Marketing Tactic Alignment

Weekends Were Made for Atlantis

Celebrate Local, Celebrate Life

Position Atlantis as the go-to destination for weekend entertainment and staycations.

Tie promotions to Bahamian holidays, cultural events, and community pride.

Social carousel of locals enjoying perks

Radio spot with local personality inviting residents

Instagram Reels of a 48-hour itinerary

Billboards with 'From Work to Waves in 15 Minutes'

Junkanooinspired outdoor posters

Holiday offers microsite page

Social Media, OOH, Radio, Resident Microsite

Loyalty program enrollment, locals-only offers

Atlantis After Dark

Loyalty That Loves You Back

Highlight nightlife, entertainment, and dining experiences.

Showcase rewards of the Atlantis Local Rewards program.

TikTok videos from live shows

Geo-targeted SMS reminders

Social Media, OOH, Influencer Content, SMS Push

Email series with resident testimonials

Social graphics

'Earn More Every Visit'

Print, OOH, Radio, Microsite

Event-driven activations, day pass sales

Seasonal hooks, grassroots activations

Social Media, SMS/WhatsApp, Influencer, Radio

Event attendance boost, short-lead bookings

Email, Microsite, Social Media, OOH

Loyalty retention, repeat visitation

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Schedule & Timing

Q4 (Nov–Dec) Holiday getaways, concerts Atlantis Lights Event, Brunch Series

Q1 (Jan–Mar) Locals Staycation + Loyalty Launch Insider Tiering, Influencer Drive

Q2 (Apr–Jun) Day Pass Surge + Summer Offers Family campaigns, bundle promos

Q3 (Jul–Sep) Re-engagement, teacher offers Flash Deals + CRM retargeting

Measurement Efficacy Framework

The suggested approach measures:

Ad recall and brand sentiment tracking

CTR and conversion rates by creative variation.

Engagement rate per theme across platforms.

Portal and loyalty program sign-ups linked to specific campaign creatives

Funnel Stage Metric Tool

Awareness

Reach, Frequency, CPM Meta Ads, Google Ads

Engagement CTR, Time on Site GA4, Facebook Pixel

Conversion

Loyalty

Retention

Bookings, Promo Code Use

Repeat Visits, Email Clicks

NPS, Social Shares

Booking Engine

Mailchimp, SMS

Typeform, Surveys

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

High-level Proposal Implementation Plan

Phased Rollout Strategy

Phase Timeline Key Activities

Phase 1 – Planning & Setup

Phase 2 – Soft Launch

Phase 3 – Full Activation

Phase 4 – Optimization

Phase 5 – Retention Boost

Weeks 1–4

Weeks 5–8

Weeks 9–16

Ongoing

Month 5+

Implementation Responsibilities

Function

Creative Development

Digital Media Buying

Local Activations

Loyalty Program

Analytics

Responsible Team

In-house + Agency

Media Agency

Atlantis Marketing

Tech/CRM Team

Data/Media Team

Finalize offers, onboard teams, develop loyalty platform, create tracking dashboards

Pilot loyalty program, run social teaser campaigns, test SMS promos

Launch full media mix, promote Insiders tiers, push 3-night stays

Monthly data reviews, A/B testing, media adjustment

CRM campaigns, referral bonuses, loyalty exclusives

Deliverables

Messaging, visuals, event branding

Meta, Google, YouTube ads, influencer content

On-property signage, staff training, radio

Platform, onboarding, tracking integration

GA4 setup, KPI dashboards, ROAS tracking

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

High-level Risk Assessment & Mitigation

Low loyalty program adoption

Ad fatigue in local market

Push via SMS, offer instant discounts for signup

Rotate creatives weekly, use influencer-led content Negative brand perception

UGC, run ambassador campaigns

Budget overrun in paid media

Weather impact on events

Delay in loyalty platform

Inconsistent attribution tracking

ROAS decline in paid channels

pacing, performance-driven reallocation

Rain dates, flexible booking options

Launch basic version 'Insiders Lite' via SMS/email

Unified dashboard, centralized codes

Shift budget monthly based on CPA & channel ROAS

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Strategic Summary & Next Steps

Strategic Summary

The proposed integrated, data-driven marketing strategy for Atlantis Paradise Island is designed to increase local market penetration, drive repeat visitation through loyalty engagement, and strengthen the resort’s position as a premier destination for both residents and regional travellers.

Key differentiators include:

Targeted Local & Regional Approach – Leveraging geo-targeted campaigns, a dedicated Resident Microsite Portal, and seasonal offers to capture both immediate and long-term demand

Integrated Media Mix – Balancing traditional media (print, outdoor, radio, grassroots activations) with high-performance digital channels (social, search, display, influencer) to maximise reach and conversion.

Creative Messaging with Purpose – Tailored themes and localised storytelling to deepen emotional connection and brand affinity.

Performance-Based Planning – Clear KPIs by channel, linked directly to measurable business outcomes including occupancy, event attendance, and loyalty sign-ups.

Seasonal Spend Optimisation – Budget allocation aligned to peak demand periods in the hotel industry to ensure maximum ROI

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Sample KPI & Monitoring Dashboard Template

Based on peak season highs of 95% and off-peak lows near 70%, aiming for annualized balance; hospitality industry benchmark for premium resorts is 80–90%

Derived from RFP projected booking growth and aligning with anticipated digital conversion improvements from campaign

Atlantis Insiders Sign-Ups 4,500/quarter 5,000/quarter

RFP indicated strong local engagement; benchmarked to drive a 15% annual growth in loyalty base Campaign

Calculated from combined media plan impressions (digital + traditional) with a 5% growth over RFP baseline

Tourism industry ROI benchmarks for integrated campaigns; target reflects balance of paid and organic reach

Set slightly above historic 23% CTR from RFP data to encourage creative optimization.

Hospitality content benchmark for high-performing campaigns; achievable with influencer + UGC integration

Benchmark for resort/tourism SEM campaigns; RFP indicated 38% historic, so modest lift expected

Directly calculated from planned impressions in media buy allocation

Drawn from regional market recall studies; goal aligns with high-frequency local campaign performance

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Sample KPI & Monitoring Dashboard Template

OUTLINE: PROPOSED MEDIA PLAN, METHODOLOGY AND APPROACH

Next Steps

Approval & Alignment:

Secure client approval of strategy, creative themes, media plan, and budget allocation.

Confirm priority KPIs and reporting cadence.

Implementation Roadmap:

Finalise campaign timelines, content production schedules, and vendor partnerships.

Establish quarterly media buys and creative refresh cycles.

Platform & Portal Development:

Begin build-out of the Resident Microsite Portal with CRM and loyalty program integration.

Set up analytics tracking and campaign attribution systems (GA4, Meta Pixel)

Creative & Asset Production:

Develop campaign creative in line with approved themes and messaging pillars

Produce traditional media assets (billboards, print layouts, radio scripts) and digital content simultaneously for synchronised launch.

Launch & Optimisation:

Roll out campaigns in priority markets

Monitor KPI performance in real time, adjusting targeting, messaging, and media weighting to optimise results.

Our Work & Case Studies

SE STUDY 1

Reconstruction with Resilience in the Energy Sector in The Bahamas

Cay Marketing was contracted by the Ministry of Finance to develop and execute a strategic communications campaign supporting the Renewable Energy Programme in The Bahamas. The programme was a national initiative funded by the Government of The Bahamas, the Inter-American Development Bank, and the European Union.

The campaign was aimed at (1) public awareness and education, (2) increase public support for renewable energy and (3) attracting early technology adopters with a target of achieving a 30% renewable energy generation by 2030

Key Milestones and Accomplishments:

3% increase in public awareness based on social media insights and surveys on the Renewable Energy Programme

Digital content creation to include docu-series and evergreen content for continuous use

Production of 35+ short video series for educational awareness and the public archives

Support the launch of the pilot programme which generated national buzz across social media and traditional platforms to lead the national dialogue

E STUDY 1 | SAMPLE VISUALS

Pieces Of Eight Tours CASE STUDY 2

FMG delivered a multi-platform content strategy for Pieces of Eight, a premier Bahamian tour boat company, designed to highlight their unique excursions and crew culture On Facebook and Instagram, we created a series of static graphics, crew spotlights, and destination reels that brought the brand’s story to life, increasing audience engagement brand awareness and ultimately driving bookings.. On TikTok, we showcased immersive video experiences from The Exuma Cays, driving interest in key destinations and increasing reach among travel-minded audiences.

CAMPAIGN GRAPHICS & STATS

"Summerisheatingup!"(May31)

FACEBOOK 14Kviews|10Kreach|257interactions |55linkclicks

INSTAGRAM 918Kviews|475Kreach|38 interactions|55linkclicks

“MeettheCrewBehindPiecesof 8”(Apr24)

FACEBOOK 122Kviews|55interactions INSTAGRAM 5017views|2,332reach|203 interactions

“ADayInTheExumaCays”(May16)

FACEBOOK 158Kviews

INSTAGRAM 4,177views|1,723reach 142interactions TIKTOK 13Kviews|500likes|40shares| 3comments|44saves

CASE STUDY 3

British Colonial

FMG partnered with the iconic British Colonial Nassau to reintroduce the property to both local and visitor markets through sophisticated, event-driven social campaigns Over the past five months, we’ve executed a diverse content strategy, blending graphic reels with signature event coverage, to elevate the property’s profile, attract new audiences, and re-energize its loyal base In that time, we delivered 29 high-quality graphic designs, produced 18 video reels that performed strongly across the property’s platforms, and provided on-site coverage for 10 signature events These events offered rich opportunities for content capture, from live story posts to fine-dining features, themed soirées, and cultural movie nights, each designed to reflect the brand’s luxury and heritage

CAMPAIGN GRAPHICS & STATS

CASE STUDY 4

Margaritaville Beach Resort

For Margaritaville Beach Resort, FMG implemented a vibrant, lifestyle-driven content plan that showcased the property’s culinary offerings, events, and tropical experiences

Between August 2024 and June 2025, we produced 89 graphics, 18 mobile videos, and covered six major events Content-balanced promotional materials for their various restaurants such as JWB Prime Steak and Seafood, Vacation Cafe, and more, with engaging, share-worthy visuals that captured the energy of the resort.

CAMPAIGN GRAPHICS

1.5M+ impressions across Meta and Google reaching an estimated 500,000–750,000 unique viewers.

CASE STUDY 5

Burger King Nassau

Burger King (BK) Nassau’s engagement with Cay Marketing was focused on (1) expansion of its digital presence across multiple platforms, (2) audience engagement on its platforms, (3) audience growth and (4) driving targeted customer actions and responses on its multi-media platforms to grow revenue and sales conversion.

Key Milestones and Accomplishments:

Increased Instagram followers by 92% and consumer engagement by 31% across Meta Platforms in a 2 month period and its continually growing Lowered and maintained a CTR by 50% while increasing reach by 5% within 1-month period on Google Platforms

Introduced structured analytics reporting to measure ROI and campaign success

Developed and managed the official influencer program

CASE STUDY 5 | BEFORE & AFTER DASHBOARD

CASE STUDY 6

Perfec-Tone

Perfec-Tone’s objectives were to (1) create brand and product awareness in the US and Caribbean Markets, (2) grow online sales and (3) create loyalty and retention programs in The Bahamas to ring-fence its customer base.

We worked with Perfec-Tone for approximately two (2) years During this time, we assisted with the launch of their Trinidad location and worked on several digital marketing projects aimed at their core objectives and expanding their reach in the region

Key Milestones and Accomplishments:

190% follower increase across Facebook and Instagram channels

Instagram Page Growth of +100% within 3 months of the engagement

Consistent 3% engagement rate growth average across all channels

15% increase in online sales to the US market

Initiation and Development of the Brand Ambassador and New Product

Sales Demo Program

E STUDY 6 | “PERSONALISING THE PERFEC-TONE BRAND”

Method - Influencer Marketing:

Prior to the introduction of the Influencer Marketing program, Perfec-Tone’s brand’s presence only consisted of product placement and product descriptions on its digital media platforms. While this approach may have built product knowledge, the customer’s interaction with the brand was minimal and there was no personification of the brand To support the needed audience and brand growth, we worked with the client to create an Influencer Program to help with brand awareness and grow customer engagement We launched the “Be The Face” online competition in 2021. During this time, we leveraged customer submissions to gain user generated content that brought high engagement and reached new audiences. These submissions came in from The Caribbean and the US, however, we handpicked people who reached key markets for us (i.e Trinidad, Bahamas, Jamaica, Atlanta, New York, Florida).

At the end of the campaign, we achieved +50% audience growth across all digital media platforms.

CASE STUDY 7

Unicomer Group

Unicomer Guyana engaged Cay Marketing to audit their digital marketing presence across their brands to include: Courts, Courts Optical, Lucky Dollar, and Ashley Furniture The program objectives included (1) a comprehensive audit of digital and traditional media investments (2) media scan and engagement audit and (3) the development of a revised 6-month media buy plan with supporting contracts for traditional and digital media houses.

Key Milestones and Accomplishments:

Negotiation and execution of revised contracts for major stations starting February 2025. Reduced media ad budget by 36.33%

Increase visibility across measurable traditional channels by adding digital options (i.e. news websites, billboards) by nearly 40% tracked through the development of Media Buy Budget templates and tracking systems

Influencer audit; out of 6 influencers only 5 were performing above average

Increased influencer content created by 20%

SE STUDY 8

Multi-Market Omni-Channel Growth in the Dutch Caribbean

“Turned five culturally different islands into one unified growth story through a synchronized media playbook”

Objective

Grow market share and revenue across multiple culturally distinct island markets while optimising spend.

Strategic Approach

Delivered a fully integrated media mix (social, radio, OOH, print, influencer, retail activations) with consistent branding adapted for each market

Applied data-led procurement to match promotions to in-market demand, reducing wastage.

Implemented centralised performance tracking to adjust spend in real time for highest-ROI channels.

Strategic Alignment

Mirrors the Meta + Radio + OOH mix in Atlantis’ plan, using segmentation tactics aligned with the Resident Microsite Portal and Geo-targeted Social Campaigns.

Key Milestones and Accomplishments:

+15% merchandise sales growth YOY.

+5% annual market share growth in competitive territories.

10% reduction in marketing costs without sacrificing reach.

SE STUDY 9

BTC Brand Relaunch & 4G LTE Rollout

“Reintroduced a legacy brand as the nation’s tech leader with a launch that dominated every channel.”

Objective

Reposition BTC ahead of competitor entry while launching 4G LTE to the national market.

Strategic Approach

Built a multi-phase launch across TV, radio, OOH, digital, and community events with a unified creative platform (“BTC Everyday” / “This is BTC Country”).

Negotiated favourable media and vendor rates to maximise reach per dollar. Embedded local cultural references in creative to boost emotional connection and recall

Strategic Alignment

Validates the “big-bang” launch model for Atlantis Insiders Loyalty Program using omni-channel saturation, Branded Event Experiences, and OOH+Radio synergy

Key Milestones and Accomplishments:

Achieved record pre-launch brand awareness and strong LTE adoption rates. Increased data plan sales through cross-promotional bundles.

SE STUDY 10

OECS “Mega Black Friday” Integrated Campaign

“Turned a shopping holiday into a “shoppable” concert doubling online sales overnight."

Objective

Boost e-commerce adoption and seasonal sales using an entertainment-driven retail experience.

Strategic Approach

Designed a month-long omni-channel campaign blending social media, influencer content, radio, email, OOH, in-store activations, and a live online concert.

Embedded purchase links directly in live-stream experience to convert viewers into buyers.

Used geo-targeting to maximise high-intent audience reach.

Strategic Alignment

Directly mirrors Seasonal Conversion Sprints, Atlantis Branded Event Experiences, and Geo-targeted Flash Deals designed to convert entertainment engagement into bookings and loyalty sign-ups.

Key Milestones and Accomplishments:

+110% YOY e-commerce sales growth. Expanded customer database for future loyalty retargeting.

SE STUDY 11

Ready Cash “Start Fresh” Brand Repositioning

“Breathed new life into a familiar brand with targeted offers that spoke to every customer segment”

Objective

Reinvigorate a mature financial services brand to attract new customers and deepen loyalty.

Strategic Approach

Rolled out a multi-channel refresh digital, radio, OOH, print, in-branch merchandising, and grassroots events.

Used audience segmentation to deliver targeted offers via SMS, social ads, and influencer content

Partnered with community organisations to increase local trust and brand sentiment.

Strategic Alignment

Replicates Atlantis’ Resident Microsite Portal targeting logic, Meta + SMS/WhatsApp channel mix, and personalised loyalty-based offers.

Key Milestones and Accomplishments:

Increased brand consideration and market share lift in competitive category. Drove measurable increases in account openings and repeat transactions.

SE STUDY 12

Northern Bahamas Post-Hurricane Market Recovery

“Rebuilt a storm-hit market to profitability in just 100 days by blending media, offers, and community spirit”

Objective

Rebuild consumer trust, restore operations, and revive revenue following Hurricane Matthew.

Strategic Approach

Implemented a 100-Day Recovery Plan blending radio updates, local print ads, grassroots activations, and social media storytelling. Hosted cultural and community events to re-establish goodwill and brand relevance.

Introduced retention-focused offers to protect key accounts

Strategic Alignment

Aligns with Local Traditional Media & Grassroots Activation Strategy and Cultural Ambassador Program to sustain loyalty during recovery or off-peak seasons.

Key Milestones and Accomplishments:

31% sales increase and 41% cost reduction during recovery period.

95% infrastructure restoration ahead of schedule.

CASE STUDY 13

The Little Rock Club

The Little Rock Club was a private members’ club known for its exclusive events, fine dining, and strong community of business and social leaders in Little Rock, Arkansas While the Club had a rich history and a loyal member base, its communications and outreach methods had not fully adapted to the digital era - the club also needed a solution for the slowing growth in Junior Club memberships, a key pipeline for future members.

Key Milestones and Accomplishments:

Youngest Board Member in Club History – contributed a modern and strategic perspective to board initiatives.

Established Digital Infrastructure – created and managed all official digital accounts, laying the foundation for online engagement.

Launched Member Newsletter – developed and distributed the Club’s first member-focused newsletter to strengthen communication and community.

Increased Junior Club Membership by 300% in 6 Months – introduced targeted outreach and engagement strategies that revitalized the Junior Club program.

Boosted Wedding & Event Bookings by 5% – implemented digital promotion and member referral strategies that drove new private event interest.

REFERENCES

Margaritaville Beach Resort and British Colonial

“Working with Fincastle Media Group over the years has been nothing short of exceptional They understand our brand’s energy and translate it into vibrant, engaging content that resonates with both our guests and our community. Their creativity, professionalism, and ability to deliver on time every time have made them a trusted extension of our team”

SHIRLEN GODET

COMPLEX MARKETING MANAGER OF THE POINTE

a Mar

pleased to recommend Fincastle Media Group for their exceptional PR and unications work Their team consistently delivered clear strategy, strong media ns, and crisp messaging that supported our brand and stakeholder engagement rovided steady, solutions-oriented guidance in crisis communications and ted event management with professionalism and attention to detail Fincastle d to be a reliable partner responsive, disciplined, and results-focused I would work with them again”

RT SANDS R VICE PRESIDENT, BAHA MAR

Ministry of Energy & Transport

Over the years, I have consistently turned to Fincastle Media Group across various ministries and agencies because of their comprehensive approach, clear communication, and unwavering reliability They are true experts in their field; thoroug professional, and consistently delivering results that meet the highest standard.

DONELLA BODIE PERMANENT SECRETARY, MINISTRY OF ENERGY & TRANSPORT

Briland Club

The National Insurance Board

Working alongside Fincastle Media Group during the National Insurance Board’s Rate Increase campaign was a truly collaborative experience From managing sensitive government relations to executing social media strategy and ad buys, their team demonstrated both strategic insight and hands-on execution What impressed me most was their ability to integrate seamlessly with our internal team, anticipate challenges, and respond with practical, results-driven solutions Their professionalism and reliability made them an invaluable partner, and I am pleased that our collaboration has continued beyond that campaign

TONIQUE WILLIAMS-DARLING

NATIONAL INSURANCE BOARD

I am pleased to recommend Fincastle Media Group for their excellent work in public relations and communications Their team provided invaluable support in both crisis communications and event management, ensuring that our messaging remained clear, professional, and effective at every stage I am grateful for their commitment and expertise, which played a key role in the successful launch and ongoing reputation of the Briland Club

MICHAEL WIENER PRINCIPAL, BRILAND CLUB

Meet the Team

MEET THE TEAM

Paul G. Turnquest

ACCOUNT DIRECTOR

PRIMARY CONTACT | STRATEGY LEAD | 12+ YEARS IN HOSPITALITY MARKETING

Paul,a20-yearveteranmediastrategistandjournalist,istheFounderandCEOof FincastleMediaGroup,arenownedmedia,marketing,andPRfirminThe Bahamas Heisknownforhisexpertiseinleadgeneration,campaignarchitecture, andhigh-impactmarketingstrategies Paul'sleadershipblendseditorialintegrity withmarketinginnovation,drivingcampaignsthatresonatewithaudiencesand achievequantifiableROI

PERSONALPROFILE:

20+yearsinjournalism,media,andcommunications Founder&CEO,FincastleMediaGroup,10yearsofgrowth&clientsuccess Proveninleadgeneration&conversion-focusedcampaigns Expertiseinfull-cyclecampaignmanagementacrossdigital&traditionalplatforms Skilledinstakeholderengagement,contentstrategy&brandstorytelling Strongfocusonclientrelationships&long-termvalue

Eldri Ferguson-Mackey

MARKETING CAMPAIGN SUCCESS MANAGER

INTEGRATED MARKETING CAMPAIGN COORDINATOR AND MANAGER

Eldriisaseasonedcommunicationsandmarketingstrategistwithover20yearsof experienceacrosstheUnitedStates,theCaribbean(toincludetheOrganisationof EasternCaribbeanStates),SouthandLatinAmericainthefieldsofpublicpolicy, telecommunications,retail,andnewproductandbusinessdevelopment Shehas ledhigh-impactteamsdeliveringmeasurablegrowthinnewproductlaunches, pioneeredinnovativebrandandproductcampaignsandinstigatedbenchmarking integratedmarketingstrategiesintheUnitedStatesandtheCaribbean

PERSONALPROFILE:

20+YearsMarketing,Communications&CommercialStrategyDevelopment

15+YearsExecutiveCorporate&StrategicLeadership

15+YearsTelecommunicationsIndustryExperience

10+YearsRegionalRetailExperience(Caribbean&theUnitedStates)

10+YearsProductDevelopment&BusinessDevelopment

Rebecca S. Maycock

DIGITAL MEDIA PLANNING LEAD

CHANNEL OPTIMIZATION, 10+ YEARS EXPERIENCE

Rebeccahas10+yearsofexperienceinstrategiccommunications,marketing,and digitalmediaexecutionacrosspublic,private,andnon-profitsectorsintheUnited States,Caribbean,andSouthAmerica BachelorofBusinessAdministrationin Marketing&Management,EvangelUniversity(2015),withawardsincluding OutstandingBusinessMarketingMajor Shelovestocreatebutalsoanalyze numbersthatmatter

PERSONALPROFILE:

8+YearsSocialMediaManagement

7+YearsMarketingStrategy&BudgetDevelopment

10+YearsGraphicsDesign

10+YearsWebsiteDesign

7+YearsAnalyticsforSocialmedia

10+YearsGoogleAdStrategy&Management

7+YearsSEOStrategy

TechnicalProficiencies:MicrosoftOfficeSuite,GoogleAnalytics,socialmediamanagementtools,Canva, AdobeSuite,anddatavisualisationplatforms.

MEET THE TEAM

Georgette Turnquest

CLIENT SUCCESS MANAGER DAY-TO-DAY CLIENT LIAISON, 12+ YEARS IN ACCOUNT MANAGEMENT

Georgette,acommunicationsexecutivewith15years’experience,hasledFincastle MediaGroupasManagingDirectorforoversevenyears.Shespecializesinmedia buying,high-budgetcampaigns,projectleadership,andassetdevelopment,with expertiseinfocusgroups,marketanalysis,andclientmanagementacross government,corporate,andnonprofitsectors

PERSONALPROFILE:

15+yearsincommunications,marketing&PRwith 10+yearsinmediabuyingacrosstraditional&digitalplatforms. Experiencedinmanagingmulti-million-dollarcampaignbudgetswithROIfocus, integratedprojectmanagement,andcross-functionalleadership. Skilledinadplacementstrategy,creativeideation,andassetproductionforbrand storytelling Proficientinfocusgroupsandqualitativeinsightsanalysis,withastrongtrackrecordin clientmanagementandlong-termrelationshipbuilding CurrentlyservingasManagingDirectorofFMGfor7years,leadingagencyoperations andgrowth

Larissa Lundy

LUXURY BRAND STORYTELLING & CAMPAIGN DESIGN 5+YEARSININTEGRATEDMARKETING,CONTENTSTRATEGY&CAMPAIGNLEADERSHIP

LarissaLundyisastrategicmarketingprofessionalwith5+years’experiencein luxurybrandstorytellingandcampaigndesign Shehasledhigh-profileinitiatives forTheBritishColonial,theMinistryofEnergyandTransport,andtheTourism DevelopmentCorporation,combiningcreativityanddata-drivenstrategyto positionbrandsasindustryleaders

PERSONALPROFILE:

5+yearsinintegratedmarketing,contentstrategy&campaignleadership Specialistinluxury&hospitalitymarketingwithfocusonbrandstorytelling Proveninhigh-impactcampaignsfornational&internationalbrands Skilledinend-to-endprojectmanagementacrossdigital&traditionalmedia Strongfoundationinstrategy,consumerbehavior&internationalmarketing Adeptattailoringbrandstrategiesfordiverseindustries Experiencedinperformancemarketingthatalignscreativitywithbusinessgoals

Khaylee Sands

Media Producer

Khaylee Sands

Creative Direction & Brand Strategy

Kamille Ryan Media Specialist

Naomi S. Maycock

Creative Direction & Content Development