The "Escape From Everyday Life" online campaign launched in January 2005. The role of the campaign was to drive tourism to The Islands of The Bahamas by establishing the destination as the escape from the everyday routine. By contrasting the monotony of people's everyday lives with the thrill of escaping to the beauty of The Bahamas, it successfully encouraged travel to The Bahamas. The campaign, called SIGNS, took everyday street signs and transformed them into some of the exciting experiences available in The Bahamas. The idea of Escape From Everyday Life was demonstrated in a simple yet entertaining way.