Featured Story: Cayman Islands

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When the Cayman Islands Department of Tourism came to us in 2018, they were faced with a significant perception problem. They weren’t top-of-mind for people planning their next Caribbean vacation, they were seen as expensive and not a good value for people’s money, and they were facing competitive pressure from other Caribbean destinations like Saint Lucia and Barbados. To put it simply, they wanted a brand platform that differentiated them from other destinations and convinced eager warm-weather travelers to choose the Cayman Islands.

After interviewing travelers, potential travelers, and residents of this beautiful British territory, we leaned into the Caymanian mystique and positioned the country as a place full of whimsy and charm that feels less like a destination and more like a luxury fashion brand. The resulting advertising campaign, “Dream in Cayman,” showcases the natural beauty of the three islands in a very different, very interesting way designed to pique viewers’ interest.

When you look at all the competitive messaging vying for the attention of the affluent traveler, it’s literally a sea of sameness featuring the Caribbean’s blue waters and white beaches. The Cayman Islands start there and then take you a step beyond.

When the Cayman Islands Department of Tourism came to us in 2018, they were faced with a significant perception problem. They weren’t top-of-mind for people planning their next Caribbean vacation, they were seen as expensive and not a good value for people’s money, and they were facing competitive pressure from other Caribbean destinations like Saint Lucia and Barbados. To put it simply, they wanted a brand platform that differentiated them from other destinations and convinced eager warm-weather travelers to choose the Cayman Islands.

After interviewing travelers, potential travelers, and residents of this beautiful British territory, we leaned into the Caymanian mystique and positioned the country as a place full of whimsy and charm that feels less like a destination and more like a luxury fashion brand. The resulting advertising campaign, “Dream in Cayman,” showcases the natural beauty of the three islands in a very different, very interesting way designed to pique viewers’ interest.

When you look at all the competitive messaging vying for the attention of the affluent traveler, it’s literally a sea of sameness featuring the Caribbean’s blue waters and white beaches. The Cayman Islands start there and then take you a step beyond.