The Bermuda Tourism Authority is launching a brand new campaign with an invitation to experience the true wonders of Bermuda
NEW YORK, September 14, 2022 /PRNewswire/ — Getting lost has never been so good. Today the Bermuda Tourism Authority (BTA) announced the launch of its new campaign lost but found, an extensive multimedia marketing initiative that showcases Bermuda experiences and inspires visitors to delve deeper into the island’s culture. The result will illuminate Bermuda way of life, making an island vacation a richer and more rewarding journey.
lost but found explores the mystery of Bermuda. He does not reveal everything, he invites people to find Bermuda for themselves and to find the activities, people, cuisine and experiences that speak to them. Bermuda has something to dazzle just about everyone: pink and blue beaches, vibrant art and culture, impeccable style, cosmopolitan class, history in its bones and some of the greatest golf courses on the planet. But the best part of Bermuda? Bermudians.
“lost but found is pure Bermuda,” said jamari douglas, BTA’s vice president of marketing, public relations and communications. “Our agency is led by a Bermudian, our BTA Marketing team is majority Bermudian, the production was shot by Bermudians, and the video talent is all Bermudian. With the support of our international partners, we worked to create an authentic campaign for the Bermuda live. We want our visitors to experience the joy and magic that every Bermudian makes – all of the things that make us the unique, world-class destination that we are.”
Proverb, the laureate, Boston-brand agency based for the Bermuda Tourism Authority is led by Bermuda-born Daren Bascome. About the campaign, Bascome said, “Our goal for our work with BTA was to create a brand for Bermuda who have captured the bountiful character of our small country. Although this is a travel campaign, we also viewed it as a national branding exercise. Travelers want the real and authentic, which is why the island’s unique sights, sounds, smells, tastes and temperaments are especially important. Our campaign is built around the promise of discovery and originality: something for anyone who wants to get lost but find themselves.”
The lost but found was built around extensive research and data that has shown that potential visitors seek authentic experiences in the destinations they visit – and that Bermuda is well placed to deliver these experiences. The BTA intends to use this campaign to attract visitors to the island in accordance with the organizational objectives set out in the National Tourism Plan.
Nhuri Bashir and Andrew Kirkpatrick from Burnt House Productions, a Bermuda-, a Bermuda-based multimedia creative agency, said, “As an internationally recognized, Bermuda-built agency, we are called upon to bring our creative vision to promote Bermuda was an honor. It has been a career highlight working with an array of star-studded local talent on both sides of the screen. We couldn’t be prouder of the authentic voice the collective has delivered through lost but found.”
The campaign will roll out in the coming months with secure digital and out-of-home placements in key markets such as New York, Torontoand Miami. In addition, the focus will be on attracting a new demographic group to Bermuda with a focus on secondary markets such as dallas, Vancouverand Atlanta. Research shows that these cities show great interest in traveling to Bermuda.
“The launch of the campaign is great news for Bermuda tourism sector,” said Tracy BerkeleyActing Chief Executive of BTA, “This comes at a critical time in our strategic recovery journey, providing us with the tools to raise awareness, engage the market and attract the right kind of visitors to the island during a critical time in We are proud of the campaign which offers a surprisingly fresh vision of Bermuda and exudes authenticity while remaining in alignment with the goals and objectives of the National Tourism Plan. We have used business intelligence from global, regional and local markets as part of our strategic marketing and are confident that our data-driven insights will provide what is needed to drive the destination forward. »
For more information on lost but found and Bermuda, go to GoToBermuda.com. Creative assets can be found HERE and the video is available on Vimeo.
About the Bermuda Tourism Authority
The Bermuda Tourism Authority (BTA) is an independent, non-governmental entity and the official destination marketing organization for the island country. The Bermuda Tourism Authority (BTA) promotes Bermuda globally as a world-class destination for leisure, group travel and tourism investment. For more information, visit: www.gotobermuda.com/bermudatourism.
SOURCE Bermuda Tourism Authority