A Lifetime of Islands: The Bahamas Launches New Ad Campaign
by Bruce Parkinson
The Bahamas has launched a new tourism advertising campaign.
“It’s not one island. It’s a lifetime of them.”
That’s the takeaway message from a multi-channel tourism advertising campaign launched by The Bahamas and starring rock icon Lenny Kravitz.
The campaign was conceived to portray The Bahamas as a paradise of 700 islands and cays including 16 major populated islands, each with its own identity, culture and experiences.
“A Lifetime of Islands” features Kravitz – who has Bahamian roots — and his anthemic hit Fly Away, driving the message that the destination is more than a single travel location, it’s a place of discovers over a lifetime of visits.
The campaign made its debut with the unveiling of a five-panel billboard in the heart of Times Square in New York City this month and will run through the end of April.
There are also five versions of video spots featuring the “Lifetime of Islands” theme. The spots will be featured on linear and connected TV in major feeder markets including Toronto and Montreal. Short-form adaptations will appear on social media channels including Instagram, TikTok and YouTube.
“The multiple islands of The Bahamas is an extraordinary destination for travel, and we are excited to tell the story of our islands across media channels that connect with the audiences we seek to attract,” said Hon. I Chester Cooper, Deputy Prime Minister and Minister of Tourism, Investments and Aviation.
“With arrivals setting new records, we want to keep up the momentum by spreading the word of the wonders of The Bahamas.”
The campaign kicks off as tourism in The Bahamas continues to grow. In 2024, the island archipelago welcomed a record 11.22 million international visitors. That’s a jump of 16.2% over the 9.65 million visitors the country hosted in 2023.
“‘A Lifetime of Islands’ is an invitation to discover the depth and diversity of The Islands of The Bahamas. From the iconic pink sands of Harbour Island to the blue holes of Andros, each island offers something distinct — and together, they create an experience that keeps visitors coming back time and again,” said Latia Duncombe, Director General at The Bahamas Ministry of Tourism.
“This campaign reflects our commitment to amplifying the full story of The Bahamas — one that spans across our islands and continues to unfold with every journey.”
