Bermuda has unveiled a new branding campaign aimed at showing consumers the island is more that pink sand beaches and turquoise waters.
The “Bermuda – So Much More” campaign comes following months of research, according to minister of business development and Tourism, The Hon. Wayne L. Furbert, JP, MP, and is a reflection of the recently introduced National Tourism Master Plan.
He added: “The campaign will communicate in a fresh and exciting way that Bermuda offers not only a breathtaking island with natural beauty, but also a nearby, culturally rich, history-infused escape with a variety of things to see, do and enjoy in all seasons, 12 months of the year.”
Bermuda has identified its key tourism products as: leisure and entertainment, beach, eco and nature, cultural, sports and golf, nautical, cruise, business travel, and meetings and incentive groups.
In addition the objective is to encourage visit the destination hubs identified in the National Tourism Master Plan including: St. George’s World Heritage Site & St. David’s Island, The City of Hamilton, South Shore Area, Royal Navy Dockyard and Offshore.
Furbert believes the campaign is only possible because of the people of Bermuda.
He explained: “The idea ultimately came from the citizens of Bermuda.
“Speaking to those involved on the front lines of the tourism industry – taxi drivers, hotel clerks, waiters and others - and conducting formal and non-formal interviews led us to understand there was a strong desire among Bermudians to tell a greater story about their home.”
Beyond advertising, the new brand launch also includes a refresh of Bermuda Tourism’s websites, direct marketing via e-newsletter and email blasts, new and updated collateral, and integration into public relations messaging.
“This new campaign marks the beginning of a new day for Bermuda tourism,” said Furbert. “It is a day which will bring new demand for our destination, build national pride in what we have to offer, deliver impactful results and, of course, so much more.”
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