Cayman Islands Channel High Fashion Advertising in Series of Dreamlike Spots 

Cayman Islands Department of Tourism merges the real and the surreal in a new fashion-inspired tourism campaign from agency TRG courting the luxury traveler. 

Four spots present the Cayman Islands as more of a luxury lifestyle brand than a traditional destination. In the first spot to launch, a couple paddle silently across a glowing body of water—a reference to the Cayman Islands’ bioluminescent bay. All of the spots feature a new Sarah McTaggart cover of the Bobby Darin song “Beyond the Sea.” 

The creative team at TRG told Ad Age that the campaign is designed to stand out from the “sea of sameness” that characterizes most Caribbean advertising. 

“The Cayman Islands offer a unique blend of luxury, mystique and sophistication for our typically more affluent travelers. So we positioned the islands more like a luxury fashion brand than merely another island with white sand, turquoise water and couples frolicking in the surf,” said Ron Henderson, group creative director (copy). He said the campaign “combines the natural wonder of Cayman with the whimsical, surreal imagery one might experience in the fashion world or in a dream. The evocative imagery—along with the music in the videos—appeals to the more sophisticated luxury traveler seeking out a more unique, dreamlike island experience.”  

The spots were directed by Jeremy Charbit, who has a background in fashion.