Although Lenny Kravitz usually flies under the radar in Eleuthera, the director general of The Bahamas Ministry of Tourism and Aviation said the Bahamian-American musician agreed to take part in its latest marketing campaign, aptly named Fly Away, because the Grammy-Award winning hit song was both written in and inspired by the destination, reports assistant editor, Ann Ruppenstein in this week’s digital edition of Canadian Travel Press.
“He said, that song, I pulled over on the side of the road one day stunned by the beauty of Bahamas and I wrote that song like that,” Joy Jibrilu told Canadian Travel Press ahead of the Canadian reveal for the new campaign. “It’s just incredible to have Lenny as a partner. He’s lived in The Bahamas for over 30 years. It’s a place where when he talks about it, he feels most at home, he can relax, no one cares who he is. He’s been so inspired by The Bahamas, it is so much in his DNA. His mother is Bahamian so from the age of three, he was sent every summer and every Christmas to The Bahamas.”
And while Kravitz is at the forefront of the television commercial and supporting marketing campaign, the multi-channel creative is all about revealing the authentic spirit of The Bahamas as a destination of adventure and discovery through the eyes of local people.
“We brainstormed and we said what is it that makes The Bahamas so special and unique? And without exception every single person talked about the colours of our waters, and our people,” she said. “We wanted to showcase the beauty of The Bahamas, its natural beauty, its diversity and we wanted Bahamians to tell their stories. This new campaign is a completely different switch, where Bahamians are proudly the storytellers, letting the world know why they love The Bahamas and it’s not so much to say come because I love it, it’s to say this is who I am and this is what I do, and it’s just been so effective.”
For the full story, check out this week’s issue of Canadian Travel Press.