The Bermuda Tourism Authority is launching a new British campaign with online travel agency Expedia.

A BTA spokesman said: “The campaign combines interactive outdoor locations around London with digital and social media channels, directing consumers to the Bermuda booking page on Expedia.

“The creative entices consumers to ditch a dark and stormy London landscape and escape to the pink sandy beaches of Bermuda for a refreshing Dark n’ Stormy.”

The initiative is one of several schemes targeting the UK, including supporting the Bermuda Day celebrations in London and Liverpool and sponsoring the 2015 Travelmole Sailing Regatta, along with an event at the first America’s Cup World Series event to be held in Portsmouth this summer.

The BTA is also partnering with Team Origin, the event organisers of the World Series events, to drum up awareness of the Island before the 2017 America’s Cup.

“Together, they are offering competitions to the 400,000 subscribers of Times+ to win ‘Golden Tickets’ to the Portsmouth racing village in July,” the spokesman said. “The star prize is a trip to Bermuda this October to watch the third round of World Series events.

“Another sports tourism marketing engagement will take place at the Ladies European Masters in early July at Buckinghamshire Golf Club. The Tourism Authority has already secured an agreement to promote the women’s golf events on its constantly growing golf tourism calendar. Female golf fans will also hear about Bermuda’s attractiveness as a family destination.”

Victoria Isley, the BTA’s chief sales and marketing officer, said: “The UK is a very special market to Bermuda and we are creating a number of opportunities to communicate the Island’s key messages and encourage travellers to come and experience for themselves.

“With the co-operation of valuable UK partners like Expedia, and the leverage of popular UK events like America’s Cup, this is an ideal time to share the evolving story of the island to a new generation of experiential travellers.”