We needed to promote the property using a baggage carousel at Gulfport-Biloxi International Airport. The strategy was based on a key insight: After traveling to the airport and enduring a long flight, travelers welcomed a bit of calm. The idea was to create a refreshingly tranquil oasis for the weary passenger, mimicking the cool water of Beau Rivages tropical pool. The baggage belt was transformed into a swimming pool complete with swimmers and playful slogans. The result was a total change in how people react around the hectic space of a luggage belt.
Advertising Agency: Masterminds, USA Creative Director: Michael Neiderer Art Director: Jean Pierre Blanchet Art Director: James Garrison Copywriter: Pragati Mulani Released: February, 2009 Location: Gulfport Biloxi International Airportvia adsoftheworld.com