Bahamas launches new campaign starring Lenny Kravitz at Toronto reception
Paradise Island, Bahamas

Bahamas launches new campaign starring Lenny Kravitz at Toronto reception

TORONTO — Leave it to rock legend Lenny Kravitz to inspire travellers to ‘fly away’ to the Bahamas.

While at an industry reception last night at Toronto’s Bisha Hotel, the Bahamian-American singer addressed the crowd via a pre-taped video to thank members of The Bahamas Ministry of Tourism & Aviation for allowing him to be part of its new marketing campaign.

“Thanks to The Bahamas Minister of Tourism, the honourable D’Aguilar and Director-General Jibrilu for inviting me to be part of this campaign, and for giving me the honour of representing my country and my home, The Bahamas,” said Kravitz. “I’m proud to share the beauty, the nature and the culture of the islands with the world.”

Kravitz ended his video greeting with one of his signature lyrics, “Let love rule.”

As part of the new campaign, which debuted in the U.S. in January and will run in broadcast markets across Canada starting this week, the Ministry has launched a television commercial starring Kravitz and set to his hit song ‘Fly Away’.

Written in The Bahamas, ‘Fly Away’ was inspired by the singer’s personal memories of the island’s white sand beaches and time spent with his grandparents and mother, the Bahamian-American actress Roxie Roker.

The commercial, which highlights the many sun-soaked offerings in The Bahamas, underscores the island’s powerful appeal as a destination and showcases its rock ‘n roll vibe.

“It also represents not only the edgy independence of the Bahamian people but also speaks to those who travel to our islands for our natural beauty,” said Paul Strachan, Bahamas Tourist Office, Toronto.

A behind-the-scenes video of the commercial follows Kravitz around his home base of Eleuthera where he records music, embraces island time and appreciates “this gift we were given.”

Minister of Tourism Dionisio D’Aguilar said the Ministry is excited by this campaign and is honoured to partner with Kravitz. “Our islands and his song fit perfectly together, allowing us to reach a broad new audience, especially digital content consumers, through authentic storytelling.”

Director General Joy Jibrilu also added: “The Bahamas is absolutely inspirational. We know that and we believe this campaign demonstrates that to consumers in a true, direct way by sharing many of our people, their islands and their stories with the world. Setting it all to perfect music is icing on the cake.”

International arrivals to the Bahamas increased 15% in January 2019 and 11% in February year-over-year. New and revitalized hotels, including Baha Mar, Atlantis Paradise Island, Lighthouse Pointe on Freeport, and Peace & Plenty on Great Exuma are contributing to the growing demand.

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