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, including Boston, Philadelphia, New York/New Jersey and Baltimore.
The current Bermuda-branded creative pieces utilized in the campaign were developed to increase awareness and drive immediate bookings from regional markets along the East Coast. 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.
The 2010 summer media plan is also supported by regional television spots, as well as regional and national newspaper and magazine ads. BDOT has partnered with CBS Radio on a three-part ambassador program in NYC, Philadelphia and DC, launching on 6/7. The goal 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 owners.
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 D.C.-based radio talents Gregg Daniels representing 94.7 Fresh FM and Brian Mitchell from 106.7 The Fan to report on their Bermudian adventures for regional listeners. Additionally, Esiason, of WFAN’s Boomer and Carton program, and Taylor, will broadcast shows live from Bermuda.
This second phase 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.
The third phase 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.
Niche marketing is still another aspect of The Bermuda Department of Tourism’s 2010 strategy through the summer season. A new partnership with Brides.com, a leading bridal website operated by Condé Nast Publications, will raise awareness of Bermuda as an idyllic location for destination weddings and honeymoons with special focus on the New York City market. The multi-layered partnership includes Bermuda as the exclusive sponsor of the Brides.com homepage for one day and the “Destination Weddings/Honeymoon” blog for one month. Bermuda advertisements will also be featured on a daily e-newsletter. A custom, dedicated email to the Brides.com database promoting Bermuda as a wedding/honeymoon destination will also be distributed. Guerrilla marketing will be folded into the Brides.com partnership when NYC Mayor Bloomberg declares an official “Brides.com Love Day” 6/21 when a Bermuda-branded “Love Truck” will be stationed outside Manhattan’s City Hall.