The Bermuda Tourism Authority is collaborating with Gosling’s to promote tourism, along with the popular local rum, for North American consumers this summer.

The promotional campaign, which starts on May 1, calls on customers to send in pictures of themselves toasting Bermuda-style for a chance to win a holiday for two to the Island.

“Selfie yourself to Bermuda” was dubbed a win-win for both organisations by Malcolm Gosling, president and CEO of Gosling-Castle Partners.

“We’re especially excited to incorporate the selfie craze into this promotion which speaks to digitally savvy consumers, especially young adults who make up our next generation of rum drinkers and Bermuda visitors.”

A “Bermuda Mini Vacation Passport” tag will drape the necks of 150,000 rum bottles with Gosling’s drink recipes, as well as promoting travel to the island. It will be accompanied by point-of-sale promotion at 750 stores across the United States, and a digital marketing campaign.

Both the BTA and Gosling’s will use social media to spread the word, with the authority’s upcoming online newsletter set to reach nearly 250,000 people with interests in the Bermuda brand.

Submissions will be collected via the Gosling’s website from May 1 to July 31.

Entrants will be offered a chance to join the BTA’s newsletter database for future marketing opportunities.

• To view the Bermuda Tourism Authority’s flyers for this event, click on the PDFs under “related media”.