Atlantis Some know about the myth, Atlantis, an undiscovered island first referenced by Greek philosopher Plato. JCPR made sure that to those who can afford luxury holidays to tropical locations, Atlantis is a paradise resort in the Bahamas. JCPR broke Atlantis out of its travel niche and employed an entertainment strategy. It delivered bespoke packages - The Guys Bond Getaway and Food Fantastic, were supported with an intensive at-home news bureau. Creating a buzz around the luxury marine habitat as well as riding the wave of the celebrity revolution in the UK, JCPR ensured that Atlantis became one of the most talked-about locations in 2004 and 2005. Chicago Chicago and Illinois became the city of choice for UK tourists after JCPR secured over $2.4 million dollars worth of advertising and reams of press coverage for The Chicago and Illinois Bureau of Tourism. JCPR presented Chicago as the perfect city break for Brits, enticing them to visit the home of Frank Lloyd Wright, world famous architecture, blues music, the historic Route 66 highway, fine dining and more. The 2004/5 campaign reached over 500 million people and elevated the Windy City beyond the traditional travel pages into the heady world of entertainment, celebrity, music, food and history, through cunning partnerships, promotions and FAM trips. US Department of Commerce 'You've Seen the Film, Now Visit the Set' was the campaign theme, promoting the US as the must-go travel destination as seen in our favourite movies. JCPR negotiated a deal with Universal Pictures around the release of the blockbuster King Kong and developed a range of strategic promotional partnerships to layer further awareness and aspiration. These included a five-day promotion with GMTV during the Oscars and bringing a taste of Hollywood glamour to First Choice stores across the country with our 'Visit America Week'. This entertainment marketing strategy attracted attention and coverage, driving traffic to seeamerica.org.uk and increased US holiday sales by 5 per cent in less than a year.