TV campaign featuring rock legend Lenny Kravitz launched to promote Bahamas tourism

Published on : Saturday, May 11, 2019

A new, multi-channel creative campaign featuring Bahamian-American rock legend Lenny Kravitz has been launched to promote tourism of The Bahamas and lure international travellers.


Set to the lyrics of Kravitz’s hit song Fly Away, the TV commercial and supporting marketing campaign capture his deep personal connection to The Bahamas, as well as the pure adrenaline rush of exploring the archipelago’s 100,000 square miles by boat and plane.


The commercial underscores The Bahamas’ powerful appeal as a destination that inspires adventure and exudes a rock ‘n roll vibe.


Written in The Bahamas, Fly Away was inspired by the islands’ white sand beaches, crystal-clear waters and countless summers the singer spent with his grandparents and mother, the Bahamian-American actress Roxie Roker.


“The music represents not only the edgy independence of the Bahamian people, but also speaks to those who travel here for deep-sea fishing, shark diving and opportunities to embrace new discoveries,” said Mia Weech-Lange, Senior Director of Global Communications for The Bahamas Ministry of Tourism & Aviation.


In January, out-of-home advertising began with billboards in New York City, Atlanta, Miami, Fort Lauderdale, Orlando and Houston.


“We are excited by this campaign and honored to partner with Lenny Kravitz. Our islands and his song fit perfectly together, allowing us to reach a broad new audience, especially digital content consumers, through authentic storytelling,” said Minster of Tourism Dionisio D’Aguilar.


The campaign was created by Tambourine, a communications firm with specialization in destinations and hotel e-commerce.


The Bahamas has been on a healthy, upward trend in international arrivals since October 2017 and closed 2018 strong. International arrivals increased 13 percent in October 2018 year-over-year, and future bookings continue to outpace the previous year. International air capacity grew by nearly 16 percent in October and scheduled direct flights have increased 15 percent since November.

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