Travellers enticed to ‘Dream in Cayman’

| 08/03/2019
CNS Local Life
Artful images (above and below) promote Cayman in new ads (CLICK TO ENLARGE)

(CNS Local Life): The Department of Tourism (DoT) is inviting visitors to ‘Dream in Cayman’ with the launch of a new advertising campaign featuring artful images highlighting the natural beauty of the islands. The idea is to set Cayman apart from the “sea of sameness” found in advertisements for other beach destinations, said the DoT.

Among the images created for the campaign are of a woman sitting on the shoulders of a colossal blue iguana as she looks over the sea lit by a full moon, a couple dancing in the Crystal Caves and a woman swimming underwater along a coral reef accompanied by sea turtles.

Minister for Tourism Moses Kirkconnell said the ad campaign “is rooted in the destination’s pristine natural beauty and luxurious reputation, but with a creative twist that gives off the look and vibe of a high-fashion advertisement”.

CNS Local Life

Created and produced by The Richards Group and photographed by Miss Aniela, with support from local underwater photographer Jason Washington, the campaign launched Monday, 4 March, and will continue on TV, digital media and the DoT’s social channels throughout 2019.

Shot throughout Grand Cayman, Cayman Brac and Little Cayman, the ads feature local models, with Caymanian Sarah McTaggart singing “Beyond the Sea” for the TV commercial.

Calling Cayman “more than a sun and sand destination” and noting the new campaign “captures the spirit of Cayman”, Director of Tourism Rosa Harris said visitors could “create unforgettable memories” here.

“Looking ahead to what we anticipate will be another year of record-breaking arrivals for the Cayman Islands, we are excited to launch our new stylish ad campaign that truly brings our destination to life in a fresh, luxurious and imaginative way, while boasting the diversity of experiences that are unrivalled by any other beach destination,” she said.

Ron Henderson, creative director for The Richards Group, said, “Where else in the world can one dance with stingrays in the morning, meet a blue iguana in the afternoon and feast on five-star cuisine at night? The ‘Dream in Cayman’ campaign was designed to create a place full of whimsy and charm and mystique that feels less like destination advertising and more like a luxury fashion brand.”

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Category: Tourism

Comments (14)

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  1. Richard says:

    Winter is coming so Khaleesi brought the dragons to Cayman.

  2. Anonymous says:

    Here’s a link to them all. The first one I saw was the one celebrating the coral reefs described as “a woman floats through a coral reef as fish swarm around her, creating a glittery dress”. It was posted on social media, and it took much restraint to stop myself from commenting about the complete hypocrisy of it when CIG are hell bent on destroying acres of coral reef to turn Cayman into an even more horrific cruise ship cattle market than it already is. How utterly hypocritical. And why are they using graphic artists in the states when we have some really good ones here? Dread to think how much money was “shelled” out of the public purse for this.

    • Anonymous says:

      where is the link?

    • Anonymous says:

      Why would you care who creates the campaign as long as it’s bringing tourists – luxury tourists – to the Caymans, which in return will bring more money?

      • Anonymous says:

        Because this campaign will not bring tourists. Have you seen the commercials? Depressing. It doesn’t matter who created the campaign, the DoT signed off on it.


    Cayman is not alone:

    • LITHUANIA. The $193,000 “Real is Beautiful” campaign was met with ridicule when it launched in October. Note the irony in the campaign’s name.
    The head of Lithuania’s State Tourism Department resigned in the wake of the scandal.

    • SYRIA: “ALWAYS BEAUTIFUL” [a civil war-torn country]

    AUSTRALIA: “WHERE THE BLOODY HELL ARE YOU?” The 2007 commercial, which cost a whopping $180 million …was considered so distasteful it was banned in the UK and Canada over complaints about its “bad language”.

    RHODE ISLAND: “COOLER AND WARMER”. The US state was mercilessly mocked when it released this promotional video last year, which featured a confusing slogan.Rhode Island’s chief marketing officer resigned in the face of the backlash.

    EGYPT: #THISISEGYPT. Egypt’s tourism authorities took a gamble in 2015 with an expensive social media campaign that encouraged people to tweet images of the country’s rich diversity using the hashtag #ThisIsEgypt . The campaign was launched at a time of terrorist activity, extremist violence and reported crackdowns on suspected dissidents and activists in the country.

  4. Anonymous says:

    Well, they’re crap.

  5. Anonymous says:

    Where is the Dump on these photos? It is part of the “natural” beauty of the islands.

  6. Anonymous says:

    I find the photos unappealing. It is more suitable for Disneyland, not Cayman. Someone’s imagination gone wild. Money wasted.

  7. Anonymous says:

    I cannot believe my eyes!?

    This is a campaign to entice people to come to the Cayman Islands? How appallingly terrible and stupid.

    Firstly, the campaign should have been out in October 2018 to entice people from the snowy north. Spring is upon us, so this marketing ramp up will be mute.

    Secondly, now we have all the confirmation in the world that the DoT and, specifically, Moses Kirkconnell have no idea why people travel to Cayman!!!

    How utterly ridiculous are those photos?

    Dark, bleak, fantasy, and sci-fi. Hardly what people look for when choosing a vacation to the sunny Caribbean!

    Look at that blue iguana! Have you ever seen something so idiotic? Where can I ride a blue iguana?

    Where can I sign up for salsa dancing in the caves?

    Where can I swim with seven turtles, all at once, at night?

    Is it ever sunny in Cayman? Are there any day time activities?

    Tramway to the top of Mt. Trashmore?

    Shopping in town with hoards of cruise shippers?

    Walking down the WBR strip without sidewalks or trees?

    Hiking through national parks?

    Jumping the fence olympics on SMB?

    Anything…? Anybody…?

    In many parts of the world there are marketing standards and regulations, this campaign is clearly false advertising.

    • Anonymous says:

      You summed it up nicely.
      “Dream in Cayman” photos represent misleading advertisement.
      Fake is new real.
      Expectations vs. reality.

  8. Anonymous says:

    More dark impulsive over-thinking from the braintrust that spent millions on Caymankind, ice cream, and SpongeBob. Somewhat ironic too in that Moses (apparently) doesn’t own a snorkel or value our marine ecosystems.

  9. Anonymous says:

    Worst pictures I have ever seen. Why is there an iceburg on the back of the iguana photo and the manta ray soaring through the air like a ching ching?

  10. Anonymous says:

    The photos are awful. The people didn’t need to be in them.