New Creative Encourages Travellers to Think Beyond Basic Beaches

NEWS PROVIDED BYCayman Islands Department of Tourism 

Mar 04, 2019, 10:29 ET

GRAND CAYMAN, Cayman Islands, March 4, 2019 /PRNewswire/ — When travellers look at other beach destinations in advertising, they often find a basic sea of sameness. Today, the Cayman Islands Department of Tourism sets itself apart from competing locales with an all-new television, print and digital media campaign called “Dream in Cayman,” which artfully incorporates the natural unmatched beauty of the three-island paradise in a surreal and whimsical way, further positioning the Cayman Islands as a premier luxury lifestyle destination.

“Building on the success of past marketing initiatives, the Cayman Islands’ new campaign is rooted in the destination’s pristine natural beauty and luxurious reputation, but with a creative twist that gives off the look and vibe of a high-fashion advertisement,” said Hon. Moses I. Kirkconnell, Deputy Premier of theCayman Islands. “The Dream in Cayman concept perfectly represents our exceptional quality and distinctively lavish island style, and I am proud of the Department of Tourism and our agency partners for their creativity and hard work pushing the boundaries of destination advertising.”

The “Dream in Cayman” campaign captures the Cayman Islands’ unique identity and polished beach scenery, and creatively showcases the unexpected beauty and authentic travel experiences that differentiate the destination from surrounding Caribbean islands and tropical vacation spots. From iconic settings such as the world-famous Seven Mile Beach, Crystal Caves and Stingray City, to lesser known locations such as a private backyard orchid garden, the campaign combines a nod to the Cayman Islands’ unparalleled product and effortless allure with elements of high-fashion advertising to establish wanderlust among discerning travellers.  

“Looking ahead to what we anticipate will be another year of record-breaking arrivals for theCayman Islands, we are excited to launch our new stylish ad campaign that truly brings our destination to life in a fresh, luxurious and imaginative way, while boasting the diversity of experiences that are unrivalled by any other beach destination,” said Mrs. Rosa Harris, Director of Tourism for the Cayman Islands. “The Cayman Islands is more than a sun and sand destination; rather, it is a lifestyle retreat catering to travellers of all ages and interests. This campaign captures the spirit of Cayman while reminding travellers that they can create unforgettable memories with family, friends and loved ones during their stay.”

Created and produced by The Richards Group and photographed by Miss Aniela, a husband-and-wife photographer team, with support from local underwater photographer Jason Washington, the new ad campaign officially launches today and will continue exclusively on TV, digital and the Department of Tourism’s social channels throughout 2019. The creative was shot throughout Grand Cayman, Cayman Brac and Little Cayman and features several talented Caymanian models, who gracefully posed for underwater photographs deep along the ocean floor and in beautiful settings filled with exotic flora and fauna. For an added touch, the television commercial song is a reimagined version of “Beyond the Sea,” sung by local Caymanian Sarah McTaggart to capture the dreamy vibe and uniqueness of both the destination the Department of Tourism’s new ad campaign.

“The unexpected beauty, unique encounters with nature and polished service of the Cayman Islands truly set it apart from other islands.  Where else in the world can one dance with stingrays in the morning, meet a Blue Iguana in the afternoon and feast on 5-star cuisine at night? The “Dream in Cayman” campaign was designed to create a place full of whimsy and charm and mystique that feels less like destination advertising and more like a luxury fashion brand,” said Ron Henderson, Creative Director for The Richards Group. “The best fashion ads leave a lot unsaid but do a wonderful job of compelling you to buy into the brand and embrace the lifestyle.”

View the stunning new “Dream in Cayman” campaign online at VisitCaymanIslands.com and  follow the luxury lifestyle destination on Instagram at @VisitCaymanIslands or on Facebook atFacebook.com/VisitCaymanIslands.

About the Cayman Islands 
Located 480 miles south of Miami in the vibrant tranquillity of western Caribbean, this trio of tiny islands is a premier destination for discriminating travellers, divers, honeymooners and families. World-renowned for its idyllic beaches and recognised as a sophisticated, diverse and memorable tourist destination, the Cayman Islands offers spectacular recreational opportunities along with warm, impeccable service. To learn more about the Cayman Islands, please go tovisitcaymanislands.com or www.divecayman.ky or call your local travel agent.

From large-group trips and business-focused getaways to ultra-luxurious escapes and multi-generational family vacations, the Cayman Islands provides every element needed to keep guests coming back for more. With an abundance of world-class dining options, a host of adventure activities – including snorkelling, diving, jet skiing, caving, and nature trails – and a variety of meeting spaces for groups large and small, the Cayman Islands is well-poised to host any type of traveller or special occasion.

About The Richards Group 
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include the brands of Cardinal Health, Keurig Dr Pepper, GameStop, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, Wolf and many others. The Richards Group can be found at richards.com or on Twitter @RichardsGroup.

This material is distributed by Coyne on behalf of the Cayman Islands Department of Tourism. Additional information is available at the Department of Justice, Washington, DC.

SOURCE Cayman Islands Department of Tourism