In a bid to distinguish itself from its competitors, Half Moon, the luxury resort in Rose Hall, Jamaica, promises to “Make It Happen” in its new global advertising campaign.Set to launch in April, the campaign asks a series of emotive questions such as, “How can you restore a little balance in your life?” and answers with bold visuals of the 400-acre resort and the tagline response - Half Moon Makes it Happen.
“So many resorts are claiming luxury that it’s difficult for the consumer to truly distinguish what that really means. Half Moon has been nothing but a luxury resort for over 50 years, offering truly personalized service with a can do attitude for every one of those years,” said Myrtle Dwyer, Half Moon’s director of sales and marketing.
Created by Half Moon’s U.S. based advertising agency BCA Marketing Communications, the multi-media campaign will span traditional print media, but will have a greater web presence. “In addition to Half Moon’s e-blast and web banner ad strategy, the campaign will also be applied across new online media such as Twitter,” said Jim Cronin, president of BCA Marketing Communications.
A global outreach, the campaign will be placed in both travel trade and lifestyle publications as well as online media in the U.S., Canada, the U.K. and Europe.
“Half Moon enjoys an enviable following of repeat guests who have fallen in love with the resort and staff over the years. The campaign is designed to articulate some of the genuine comments and feedback those guests have provided as well as the true philosophy of Half Moon—to exceed guest expectations,” Cronin said.
Half Moon is nestled on 400 beautifully-manicured acres and features a two mile, white sand beach, the award winning Fern Tree, The Spa at Half Moon, Robert Trent Jones Sr.-designed 18-hole golf course, Half Moon Golf Academy, luxury accommodations including suites, cottages and villas, 13 lit tennis courts, equestrian centre, fitness centre, 54 swimming pools, recently constructed Anancy Children’s Village, water sports, dolphin lagoon, shopping village, including 24-hour medical centre and more.