BAHA MAR “Blue Carpet” Academy Awards Sweepstakes
project name

BAHA MAR “Blue Carpet” Academy Awards Sweepstakes

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This successful entertainment marketing campaign rolled out during the Academy Awards launched one of the most luxurious new resorts in the world, Baha Mar in the Bahamas. Playing off the Oscar’s iconic “red carpet,” this campaign featured a sweepstakes with chance to win a spot on Baha Mar’s “blue carpet” at its upcoming grand opening and appear alongside former Miss America, Rachel Smith, in a 30-minute network-produced program that will air in ABC owned station markets. In addition to the national television strategy, the campaign also included spots on Taxi TV in New York and Philadelphia, as well as a micro sweepstakes site created by the ABC creative services group.