Kids clubs are not usually front-page material, but CRUSH at the Atlantis Resort in the Bahamas was no ordinary club. Aimed at guests aged 13-17, it was $11-million worth of facilities including an interactive internet lounge, state-of-the-art game room, floor-to-ceiling gaming tower with 24 gaming consoles and a dance club with VIP sections.
Going far beyond the club’s unveiling, LDPR leveraged the opening to impact influential media both inside and outside of the teen-focused pubs, effectively positioning Atlantis as a pioneer in teen and family travel.
The launch campaign scored over 45 major media placements totaling over 168 million impressions. Highlights ranged from The Today Show and NY1 to a full episode of MTV’s MADE (shot in CRUSH). Print and online coverage were equally strong.
The PR value exceeded $2.6 million. CRUSH won the highly acclaimed Best of Show award from the Hospitality Sales & Marketing Association International.