Bermuda Tourism Authority has launched a multi-platform marketing campaign in partnership with British Airways and the UK broadsheet newspaper The Telegraph.

The Proper Fun campaign targets ‘experience seekers’ defined by the authority as energetic, busy and ambitious 36- to 60-year-olds and will run throughout December and January.

Phase one of the campaign is aimed at driving inspiration and education. It kicked off last week with Bermuda Island Guide across print, tablet and online platforms.

Next month the campaign will take a more direct approach with a “call to action” to encourage bookings. An email will be sent to The Telegraph’s 50,000 Travel email subscribers driving them to the British Airways website.

Victoria Isley, the BTA’s chief sales and marketing officer, said of the partnership: “The UK leisure market continues to be a priority for Bermuda so we’re delighted to be working with British Airways and The Telegraph on this campaign. We are committed to educating and inspiring the UK holiday maker on all the island has to offer and look forward to welcoming more visitors from the UK in 2015.”

Colm Lacy, head of commercial for British Airways at London Gatwick, added: “British Airways is proud to have teamed up with the Bermuda Tourism Authority on a marketing partnership as part of our continued efforts to drive leisure passengers to Bermuda. Bermuda is an important destination on our Gatwick network and we remain focused and committed to bringing more leisure traffic to the Island.”

The campaign also launches a new British Airways Bermuda website which amalgamates the experiences that Bermuda has to offer in the culinary, active adventure, golf, sun seeker, romance and historical areas of interest.

Visit http://bermuda.ba.com for more information.