The Bahamas Expands “A Lifetime of Islands” Campaign with Winter Out-of-Home Digital Displays at Aventura Mall
FOR IMMEDIATE RELEASE:
The Bahamas Expands “A Lifetime of Islands” Campaign with Winter Out-of-Home Digital Displays at Aventura Mall
NASSAU, Bahamas (22 Dec. 2025) - As part of its winter marketing strategy, The Bahamas Ministry of Tourism, Investments & Aviation (BMOTIA) is extending its “A Lifetime of Islands” campaign with a series of out-of-home digital advertising placements at Aventura Mall in Aventura, Florida.
With the tagline: “It’s not one island. It’s a lifetime of them.” the out-of-home digital displays draw a refreshed, multi-channel effort to celebrate the breadth and variety of experiences across the destination.
Since its New York City Times Square rollout earlier this year, the campaign has been extended to Canada and the United Kingdom, with the Aventura Mall placement serving as the latest addition to its international footprint.
The digital displays are running throughout the mall from December 4, 2025, through January 28, 2026, reaching visitors during the peak holiday and winter travel planning season. The placement forms part of the Ministry’s winter media approach, leveraging high-visibility environments with heavy foot traffic to inspire travel consideration.
The campaign was conceived to portray The Bahamas as a paradise of 700 islands and cays, including 16 major populated islands, each with its own identity, culture and experiences. A Lifetime of Islands spotlights rock legend Lenny Kravitz and his anthemic hit Fly Away, with the campaign’s tagline driving the message that the destination is more than a single travel location. It is a place of discoveries over a lifetime of visits.
Deputy Prime Minister and Minister of Tourism, Investments & Aviation, the Honourable I. Chester Cooper, said the winter extension reflects the Ministry’s focus on sustaining destination awareness during key travel decision-making moments.
“As we continue to build on the momentum of this campaign, it is important that The Bahamas remains visible in spaces where travel inspiration begins,” he said. “Extending A Lifetime of Islands into high-traffic environments during the winter season allows us to reinforce the depth of our destination and keep The Bahamas top of mind as travelers plan their next getaway.”
Latia Duncombe, Director General, noted that the placement supports the Ministry’s broader goal of encouraging discovery across the destination.
“‘A Lifetime of Islands’ reinforces that The Bahamas is not a one-time visit, but a destination that invites ongoing discovery,” she said. “Placing this message in a high-engagement environment like Aventura Mall allows us to connect with travelers at moments when curiosity and travel intent are naturally high, while reinforcing the depth and diversity that distinguish each island and every return visit.”
The momentum of the campaign reflects the destination’s continued growth as a premier tourism destination. In 2024, The Bahamas welcomed a record 11.22 million international visitors, representing a 16.2 percent increase over the 9.65 million visitors recorded in 2023. The Ministry anticipates continued strong performance through the end of 2025.
For more information on A Lifetime of Islands and other tourism initiatives from The Bahamas Ministry of Tourism, Investments & Aviation, visit Bahamas.com.
###
About The Bahamas
The Bahamas comprises over 700 islands and cays, including 16 unique island destinations. Just 50 miles off the coast of Florida, it offers a quick and accessible escape for travelers. From world-class fishing, diving and boating to miles of pristine beaches, The Bahamas offers something for everyone—families, couples, and adventurers alike. Discover why It’s Better in The Bahamas at www.bahamas.com or follow us on Facebook, YouTube, and Instagram.
Media Contact (s):
Rissie Demeritte
Director, Global Communications
Rdemeritte@bahamas.com
Joshua Robins
Manager, Domestic Communications
jrobins@bahamas.com