VIDEO: Atlantis, The Palm's new brand campaign

Atlantis, The Palm has launched its first ever multi-channel brand campaign, urging holidaymakers to ‘Check into Another World’ at the five-star hotel and resort.

The new campaign uses CGI technology to highlight the perfect getaway and centres around an 80-second TV commercial, with music composed especially for the campaign.

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Inspired by the ‘Northern Soul’ music genre evoking happy memories, its soundtrack aims to connect with consumers on an emotional level, putting them in the holiday mood.

With over half a million views on YouTube for all three versions and a reach of over 157,000 on Facebook in just 14 days, the videos have already had a significant impact.

“This campaign takes us back to what our brand has always stood for, blowing away our customer and creating wonderful memories,” explained Atlantis, The Palm SVP of marketing and sales Ravini Perera.

“At Atlantis, we are constantly innovating. We want people from all over the world to understand that the Atlantis experience is unlike anything they have ever experienced.

‘We’ve previously focused on our product, with the new campaign, our aim is to elevate the brand and connect with people on an emotional level whilst highlighting the fantastic reasons why people should visit the resort. Here at Atlantis, they will literally be transported to another world.”

The visually rich commercial, which also comes in 30-second and 60-second versions, combines live action footage and visual effects, forming the basis of the magical migration journey that audiences are taken on.

With CGI animated bird flocks arriving from all continents, representing sunseekers from across the globe, stuntmen and women perform acrobatic moves on rigged wire for the flock landing. It also features a cast of international high end vacation hunters ranging from young couples, business travellers, families and young adults.

The multi-channel campaign is featured on Emirates inflight entertainment, across cinemas in the GCC, MENA TV, Whatsapp in the GCC, the resort’s own in-house entertainment and across all social platforms.

Part of the campaign includes a CRM video embedded HTML5 email marketing campaign. This has already seen over 70% click-through rate, compared to the global travel/tourism average of 15%, according to the hotel.

The videos will also be shown in Dubai International Airport and various global travel trade exhibitions, including ATM 2014.

The campaign will continue in May, with the video set to be aired on inflight screens on British Airways and Qantas Airline flights. There will also be additional cinema coverage and the campaign will be run across over 1,000 Dubai taxi headrest screens.

To enhance the campaign and give holidaymakers a lasting memory, a ‘Check into Another World’ ringtone from the new campaign is being be available on Android, iOS and Blackberry devices from May 1.