SUMMARY
Atlantis, Paradise Island, is a unique resort that is surrounded by a 14 acre waterscape providing the guest with both the adventure of waterfalls, predator lagoons with over 132 species of sea life and a casino and the serenity of aqua blue ocean water on pristine white, palm tree lined beaches. The campaign for Atlantis exploited this "comfortable adventure" experience by communicating the innovative, fish waterscape theme and the comfort and relaxation that this tropical resort provides. The "Fish Campaign" was designed to meet the objectives of building awareness of a new resort (20% total awareness), and increase calls (+20%), bookings (+30%) and average room rates (+25%) from the previous year performance of the original Merv Griffin property.
