New branding unveiled to rejuvenate tourism
Government yesterday unveiled a new tourism brand aimed at rejuvenating the industry with the slogan Bermuda: So Much More
With Tourism Minister Wayne Furbert declaring a new day for Bermuda tourism, his Ministry announced plans to hit cities in the United States, Canada and Europe with a slick series of adverts on television, print, online and radio.
The $4.8 million campaign will tell potential visitors the Island has much more to offer than the pink sand beaches and turquoise waters for which it is already renowned.
At the Fairmont Southampton unveiling late yesterday afternoon the rebranding was given an unqualified thumbs up by many of those in attendance — with some saying that it is the best campaign in recent history.
Cultural, golf, leisure, nautical, eco and business tourism — previously outlined as key segments of the National Tourism Plan — will be among those highlighted throughout the campaign.
There will be a focus on the role Bermudians play in making visitors stays memorable, with the iconic Bermuda is Another World song given a modern twist to feature prominently.
Meanwhile people will be specifically encouraged to visit destination hubs identified in the Tourism Plan: St Georges, St Davids, Hamilton, South Shore, Dockyard and offshore.
Mr Furbert said: This new campaign marks the beginning of a new day for Bermuda tourism. 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.
The Bermuda: So Much More 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.
The Tourism Plan, unveiled in June, aims to help Bermuda generate $1.4 billion a year through tourism by 2022; the multimedia campaign has been developed in conjunction with North American advertising agency Fuseideas.
Chairman of the Bermuda Tourism Board Maxwell Burgess said he wants to develop an iconic and lasting brand for Bermuda.
This is an extremely well thought-out campaign based on consumer profiling that helped us gain a deeper understanding of the Bermuda customer than ever before, he said.
We were able to fully define target segments for Bermudas best customer prospects and develop a campaign that is based on research and concept testing with representative consumers in our core geographic markets.
Cindy Hale, President and chief creative officer at Fuseideas, said Bermudians had been crucial in developing the campaign.
The idea behind So Much More ultimately came from the citizens of Bermuda, she said.
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.
Ms Hale said the campaign aims to describe the quintessential experience that defines Bermuda.
We think of it as the serendipitous moments that people experience here when interacting with Bermudians, she said.
Its the taxi driver who goes out of his way to show a visitor his favourite spot for great fish chowder, or the person on the street who stops to help a visitor find their way.
These are the human moments and experiences that happen so frequently here and are what helps make this such an incredible destination with so much more to offer.
Mr Furbert said he was excited Bermuda is Another World will be used to help tell the Islands story.
This song is not only beloved here in Bermuda but does a better job than any other in describing the magic and beauty that is our Island, he said.
He described the new rendition as classic with a modern twist, using the voices of contemporary Bermudian singing stars Collie Buddz and Twanee Butterfield.
Advertising executive Ben Fairn was one of the approximately 300 people at the launch.
Its new, its fresh. And it shows a lot of the activities that go on the Island. I just hope they get enough money to spend to get it to market so that people see it, he said.
I dont think weve had that in the past.
Alderman Carlton Simmons said the rebranding was awesome.
It really captures the essence of Bermuda that has been lost — the true experience of Bermuda is its people, Mr Simmons said.
He commended the Minister and the creative team. Its a well put together campaign. They represented Bermuda well.
Farmer Tom Wadson said: I was quite impressed. Its been quite well produced. If we all get behind it, weve got a shot.
Catherine Greet, an events coordinator praised the photography, music and the tagline.
It represents the diversity of our culture really well — from the high end to the average guy on the street. I think Bermuda is quite unique in that respect in that we rub shoulders with all walks and I think we tend to get on reasonably well and respect each other.
Former advertising executive Dusty Hind said: Its the best campaign theyve had in 20 years. Because the ads are showing Bermuda. The ads are showing people enjoying Bermuda and for some obscure reason that hasnt happened in two decades.
It shows Bermuda in a wonderful light.
He added that media presence, especially on the East Coast of the United States, will be critical for the campaign to drive visitors to Bermudas shores.
As well as television, print, online and radio, the brand launch will be integrated within all social media channels. It includes a refresh of Bermuda Tourisms websites, direct marketing via an e-Newsletter and e-mail blasts.
Shadow Tourism Minister Shawn Crockwell was also impressed with the rebranding. I thought the tagline was interesting. It could be interpreted in so many different positive ways, Mr Crockwell said. I thought that the remake of the song was really good.
Mr Crockwells only concern was whether the campaign, which gives the impression that there is a lot of entertainment on the Island, oversells Bermuda.
If we can provide that aspect to dovetail with the marketing then I think we will have a very competitive product.
But the truth will be in the results and I certainly hope that it will be successful. Bermuda needs for it to be successful.
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