The Bahamas Ministry of Tourism: Just 50 Miles Away

Most Americans know The Bahamas are beautiful. What they don’t know is just how close they are. Florida residents especially overlooked the fact that The Bahamas are just 50 miles away from Miami. Our job was to remind them.

For years, The Bahamas ran a billboard in the Miami area. It featured their crystal clear water and a proximity message to little effect. Our solution was to demonstrate that proximity.

First we refreshed the standard message. But several weeks later, directly on top of the existing board, we posted a life-like build of a man attempting to launch himself to The Bahamas via a massive slingshot. The quarter of its launch, visitation to The Bahamas from Florida increased after 5 straight declining quarters.