Advertising campaign promoting Bermuda holidays set to hit the UK
Hoping to increase the number of Britons booking Bermuda holidays, the Caribbean island's Department of Tourism will launch a 12 month long outdoor advertising campaign. The campaign will take part during the 2012 Olympic Games maximising its impact.
Publicasity, the UK based consumer and trade PR agency representing Bermuda’s Department of Tourism’s, has enlisted the help of specialist ad agency Out of Home International to develop and launch an outdoor advertising campaign in an effort to promote Bermuda holidays across the UK’s capital city of London.
Over the course of the next 12 months advertisements will be strategically placed on train passenger panels a well as on a fleet of branded taxis similar to the campaigns currently underway in Boston and Toronto. Most notably the eye catching tropical pink advertisement will be fully wrapped around one of the iconic London buses.
“Bermuda is a best in class luxury destination and we are excited to be reminding the UK of all it has to offer…We will be targeting international business, leisure and the group incentive market” stated the Caribbean island’s director of tourism, William Griffith.
Image by: getlostinthetriangle, on Flickr
One of the critical factors that will ensure the success of the campaign is that its run will coincide with the London 2012 Olympic Games increasing the campaign’s reach and impact. An approximate 600 000 additional visitors will converge in London, the majority of whom will be using taxis as their main mode of transport throughout the Games.
CEO of the Outdoor Media Centre, the trade body for outdoor media owners, Mike Baker has highlighted the strategic importance of the outdoor format, “Visitors to the UK won’t be watching TV, reading UK newspapers or listening to radio but outdoor will be visible throughout the Games and in the run up”.
Image by: worldtraveller5, on Flickr
The ad campaign is the latest move from Bermuda’s Tourism Department which has sought to use more creative platforms to increase the awareness of the island as one of the top Caribbean destination. In February 2012 the Minister of Tourism Wayne Furbert reported that the Bermuda holidays brand has had a substantial increase in its social media presence including the launch of a new blog in December 2011; 12, 000 fans of the official Facebook page; 1,304 followers on twitter in 2011 (a 153 increase from 2010); 347 photos available on the department’s Flickr account drawing in excess of 15000 views in the month of December 2011 alone as well as 13 videos uploaded to its official YouTube account.
Bermuda’s tourism officials will certainly be hoping that the increased exposure it has enjoyed recently across such a diverse range of platforms will translate to a substantial increase in the number of travellers booking holidays to Bermuda.
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