Bermuda's Marketing Strategy Stresses Proximity

The Bermuda Department of Tourism is emphasizing its close proximity along with its pink sand and beauty as part of its summer marketing strategy in North America.

The strategy underscores one of the destination’s key selling points -- attainable paradise in two hours or less from many major East Coast cities and states, including Boston, Philadelphia, New York/New Jersey and Baltimore.

“The proximity message is key to our strategy in driving visitation to Bermuda this summer,” said William Griffith, Director of Tourism for Bermuda. “We’re optimistic heading into June as most of our hotels are reporting near sellout through the end of July. New flight service, including the recent launch of WestJet’s non-stop flights from Toronto, will help boost tourism to Bermuda from the Canadian market, while the seasonal USA3000 non-stop flights from Baltimore will help our visitation from the Baltimore and mid-Atlantic region.”

The current Bermuda-branded creative advertising pieces utilized in the campaign were developed to increase awareness and drive immediate bookings from regional markets along the East Coast of the United States.

They tout “Bermuda in 2 Hours or Less” with the recognizable pink Bermuda shorts icon and a picturesque image of a serene Bermudian beach. This creative includes eye-catching billboards across high volume locations throughout Boston, New York, New Jersey and Philadelphia, and will be in place through the end of October to increase awareness of Bermuda during peak season.

The Bermuda Department of Tourism has also purchased bus kings, wallpaper-like ads that run half the length of the vehicle, on 75 commuter and inter-city buses in Manhattan.

In an effort to increase marketing efforts to top market consumers, The Bermuda Department of Tourism’s 2010 summer media plan is supported by regional television spots, as well as regional and national newspaper and magazine ads. BDOT has also partnered with CBS Radio on a three-part ambassador program in New York City, Philadelphia and Washington, D.C., launching on June 7. The goal of the promotion is to drive immediate peak season bookings to Bermuda by immersing top radio talent in the destination while also highlighting the colorful personalities of Bermuda locals and business owner.

Phase I of the CBS Radio partnership will build buzz and excitement via on-air promotions for each ambassador’s upcoming trip to Bermuda. Notable personalities such as Boomer Esiason from WFAN Sports Radio and Dan Taylor from WCBS-FM in New York, Cadillac Jack from 98.1 WOGL and 1210AM’s “Big Talker” Dom Giordano in Philadelphia will join DC-based radio talents Nikki Landry representing 94.7 Fresh FM and Brian Mitchell from 106.7 The Fan to report on their Bermudian adventures for regional listeners. This second phase of the promotion will feature a series of vignettes highlighting each radio personality’s trip with a call to action for listeners to book their own travel. In addition, local Bermudians will be interviewed in segments called “Meet the Bermudians.”

Spokespeople will include local retailers, hotel personnel, golf pros, chefs, scuba experts, fishermen and more.

A third phase of the CBS Radio promotion will involve trip recaps provided by the radio personalities once they have arrived back at the studio following their trip. A branded ambassadors’ web page will be developed featuring Bermuda destination highlights, trip giveaways and a photo gallery of the Bermudians interviewed.

In Toronto, both traditional and digital media has been purchased to promote the new WestJet service to Bermuda. Traditional media includes billboards, posters and transit shelters in areas with high visibility. The digital component features video boards, Elevator News Networks and subway screens, highlighting affordable airfares and the proximity message in both English and French-Canadian.

Bermuda, just under two hours from East Coast gateway cities, stretches for 21 miles along turquoise waters and is surrounded by a 200-square-mile coral reef plateau. Bermuda's diverse activities offer an array of vacation options all year round, including more wreck dives than anywhere else in the world, championship golf, horseback riding, world-renowned deep sea fishing and smooth pink beaches to rest on by day's end.