The print, outdoor, radio and digital campaign, aims to differentiate the resort from Caribbean rivals such as Bermuda and Barbados.
The ads, by creative agency Fox Kalomaski, will target four sections of society - successful achievers, independent explorers, conscientious housewives and luxury adventurers. There is no use of actors or actresses, with the focus instead on depicting authentic experiences.
Outdoor ads will focus on the London Underground, while press executions will appear in national press such as The Times, The Daily Telegraph and The Observer. Media planning and buying is by Total Media.