Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Atlantis Paradise Island, the world’s most remarkable destination resort, in an exclusive partnership with Mattel, launched a resort-wide programming and entertainment activation, the Barbie Bahamas Beach Vacation. This unique collaboration features Barbie-themed guest rooms, pool cabanas, activities, and café; Barbie Boardwalk Adventure, a picture-perfect Barbie walk-through experience; and pink dishes and drinks served across the iconic resort.
Our goal was to bring the new Barbie Bahamas Beach Vacation (BBBV) to life online, through the Atlantis website, and to showcase all of its activations getting guests excited to visit and experience Atlantis, ultimately driving ticket sales, room reservations, and overall resort revenue.
Barbie Bahamas Beach Vacation Overview:
Select suites and guest rooms were transformed into a Barbie paradise. Adorned with pink walls, shell-shaped throw pillows, disco balls, doll-themed artwork, mirrors with decals to take the perfect mirror selfie, and even Barbie beach bathroom décor, these rooms are a dream come true for Barbie fans. The Coral swimming pool features a Barbie lounge area, plus private cabanas, complete with pink and yellow throw pillows and plenty of photo-worthy backdrops. The Great Hall of Waters at The Royal was transformed into the Barbie Boardwalk Adventure, a custom-built, immersive walkthrough experience. Barbie-themed food and drinks are offered at a variety of dining outposts. The Coral’s Sun & Ice was completely transformed into a Barbie-themed eatery decorated with a retro-style café counter, pink and blue tables and chairs. The resort’s youngest guests can visit Atlantis Kids Adventure (AKA), the renowned kids’ club, for even more ways to be immersed in Barbie’s world. Barbie retail locations ensure all Atlantis guests can bring home a piece of Barbie’s ultimate summer escape.
All of these activations were meticulously videoed and photographed to help bring the experience to life on the website.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The Barbie Bahamas Beach Vacation website has been very well received and has played an integral part in generating exposure for the experience. In the first 90 days we have driven over 260,000 views to the website and generated over a $500,000 dollars in revenue.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
While we can’t share our specific budgets, based on generating over $500,000 in the first 90 days of the activation and creating thousands of lasting memories with our guests, we are creating priceless memories and will be seeing a significant ROI.
Entry Title
Barbie Bahamas Beach Vacation Website