Nassau & Paradise Island Promotion Board.
Bringing the Bahamas to London to beat the winter blues.
In partnership with Finn Partners, WMP delivered an immersive pop-up experience in London to promote Nassau & Paradise Island, transporting visitors to a tropical paradise to escape the seasonal winter gloom.
Expertise
Solutions
Sector
Background.
A city starved of sunlight, and a destination ready to fix that.
The Nassau & Paradise Island Promotion Board wanted to showcase the destination as the ultimate escape from the winter blues.
Working with Finn Partners, the Nassau & Paradise Island Promotion Board (NPIPB) set out to offer Londoners a much-needed escape from the winter gloom. The objective was clear: showcase Nassau & Paradise Island as the ultimate destination for escaping the winter blues. One in five Brits admits to getting no more than 15 minutes of sun each day during winter, even though more than half of us (56%) believe direct sunlight is the best way to boost a low mood. Our immersive pop-up aimed to transport visitors to a tropical paradise, with mood-boosting SAD lighting and warming heat lamps.
The Solution.
An experience built to stimulate every sense.
Popping up where the footfall was.
The pop-up concept was designed to stimulate the senses, with heat, light and sound, immersing participants in the essence of Nassau & Paradise Island and inspiring their future travel plans. Popping up at Montgomery Square in Canary Wharf, and then on Observation Point, Southbank, we aimed for high footfall and achieved strong interaction and exposure for the destination.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
Turning a big red button into a rush of Caribbean warmth.
On site, visitors were invited to push a big red button to activate a rush of Caribbean warmth, light and sound. As well as enjoying the interactive journey, the public could enjoy a spin-to-win game for the chance to win giveaways, and enter the main competition for a chance to win return flights to Nassau & Paradise Island.
Capturing the moment with a dedicated microsite.
To support the campaign, we created a dedicated microsite to capture competition entries with GDPR-compliant opt-ins. Optimised for iPads and accessible via QR codes, the microsite also highlighted exclusive offers and key partners while promoting Nassau's main website, giving attendees an easy way to engage further with the destination.
The impact.
Impressive reach and engagement, online and off.
The pop-up delivered strong results across multiple channels: 29,000 pre-views of the microsite ahead of the event, over 2,000 competition entries, 682 email sign-ups, and 700+ Spin-to-Win players daily, with an average of 300 winners per day. With Nassau's inviting energy brought to life in the heart of London, queues of people engaged with the activation, enjoying a balmy reprieve from the winter weather.
