Beau Rivage Resort & Casino: Baggage Belt

We needed to promote the property using a baggage carousel at Gulfport-Biloxi International Airport. The strategy was based on a key insight: After traveling to the airport and enduring a long flight, travelers welcomed a bit of calm. The idea was to create a refreshingly tranquil oasis for the weary passenger, mimicking the cool water of Beau Rivage’s tropical pool. The baggage belt was transformed into a swimming pool complete with swimmers and playful slogans. The result was a total change in how people react around the hectic space of a luggage belt.

Advertising Agency: Masterminds, USA
Creative Director: Michael Neiderer
Art Director: Jean Pierre Blanchet
Art Director: James Garrison
Copywriter: Pragati Mulani
Released: February, 2009
Location: Gulfport Biloxi International Airport

Related videos by Shutterstock


sneakyhands's picture
1857 pencils

gives me the impression that they're drowning, or have already. still and underwater don't mix in a happy way.

razadxb's picture
30 pencils

Not bad at all i tell u.
My only [very tiny lil only] concern would be the image could be covered when baggage arives.
Nevertheless ignore this comment...good job Masterminds

shwet's picture
103 pencils

beauty........ill lv if i get 2 c these ads on airports


krbg's picture
20 pencils
Guest's picture

i like the brazilian version better... doesnt look like they are drowning...

Guest's picture

Love it! I would love to see this in real life :D

Guest's picture

Home run!

Tommy G.'s picture
Tommy G.
897 pencils

This will not win a prize but it's funny when we feel bored in the station.

JJwang's picture
15 pencils

Simply good! Where's the playful slogan?

Guest's picture

Awesome , baggage claims will not be the same, like to see it in person.


Guest's picture

Decent, but I'd have left the swimmers out.

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments