Dubai - Atlantis, The Palm, Dubai has today awarded a pan-European brief for a multi-platform launch campaign to Team Saatchi following a pitch led by Robert Senior and Kate Stanners.
Team Saatchi will develop an integrated marketing communications programme in a campaign that will position the brand in the international arena.
The flagship resort, developed by Kerzner International Holdings Limited, will be the first to open its doors on the Palm Jumeirah, the largest man-made island in the world, in September 2008.
Team Saatchi beat JWT and M&C Saatchi in a three-way shoot out that got underway in February. Jenny Naylor, VP Marketing, shortlisted the team to present in Dubai. The team later met with the group's Executive Team, including Executive Chairman, Sol Kerzner, in London.
The multi-platform campaign will position Atlantis, The Palm as a "must do" experience destination appealing to people of all ages without compromise. As well as appealing to European holidaymakers, the campaign will also aim to attract GCC residents to its Aquaventure and Lost Chambers water themed experiences and marine habitat, including Dolphin Bay.
Kate Stanners, creative partner, Saatchis, said: "We were completely blown away by the imaginative concept of Atlantis, The Palm. We've come up with a campaign that reflects the water theme and has the wow factor needed for this truly unique destination."
Helen McCabe-Young, CMO, Atlantis, The Palm Dubai and One&Only, said: "As the first truly integrated entertainment resort, Atlantis, The Palm will set a new standard in tourism and holiday experiences when it opens September 24, 2008. We want our marketing communications to reflect the wonder and excitement that brings people together at Atlantis and we believe that the work from Team Saatchi will achieve that ambition."
The resort will be set in a 46 hectare site on the apex of the Palm Jumeirah's crescent, surrounded by the Arabian Gulf waters, and will house a water themed park with fresh and salt water pools and lagoons, home to 65,000 fish, and an open-air dolphin marine habitat, a vast stretch of beach, luxury boutiques, 17 restaurants and bars including a Nobu, a nightclub, spa and fitness centre and function facilities.
Atlantis, The Palm is the brainchild of Sol Kerzner and the sister hotel to Atlantis on Paradise Island, the Bahamas.? Kerzner also manages five One&Only luxury resort hotels with a further three projects in Cape Town, Costa Rica and Zanzibar in development, under the One&Only brand.