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


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.

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