Moët switches magazine photoshoot to Island
The world’s biggest champagne house is to showcase Bermuda in a UK luxury lifestyle magazine.
Moët & Chandon had planned to do a photoshoot in Miami for the six-page feature in Tatler — but after a visit to Bermuda by top executives for the America’s Cup World Series races last month, the Bermuda Tourism Authority (BTA) persuaded the firm to plump for Bermuda instead.
Now Moët & Chandon, part of the LVMH group, which includes America’s Cup main sponsor Louis Vuitton among its luxury brands, as well as Hennessy cognac, will shoot the session on the Island and will feature Bermudian model and former Miss Bermuda Lillian Lightbourn.
BTA chief executive officer Bill Hanbury said: “From a brand perspective, this level of marketing spotlight is rare and highly coveted.
“Our affiliation with America’s Cup partners like BMW, Bremont and Moët provide a powerful platform to tell an aspirational story about Bermuda to a very desirable collection of consumers.” The photoshoot is destined to appear in the London-based magazine, targeted at the wealthy and titled, in the spring.
Tatler has a around 200,000 readers online and in print who have an average income of nearly $200,000 a year.
The BTA said that local talent will also be hired by Moët & Chandon as part of its location production team. The champagne firm is the latest America’s Cup partner to feature the Island, as clothing company Vineyard Vines and Louis Vuitton have also used Bermuda as a backdrop for their products.
The BTA said that photo shoots arranged for the third quarter of this year alone had contributed nearly $100,000 to local photographers, videographers and location scouts.
The figure does not include Bermuda talent referrals by the BTA to visiting media outlets, which have seen stories and photographs on the Island in publications like the Wall Street Journal, Condé Nast Traveler and Triathlete magazine, as well as clothing brand Tommy Bahama.
The BTA’s chief sales and marketing officer Victoria Isley said that Island professionals will also be sourced for another shoot scheduled in the next few weeks.
She added: “There is a wealth of local video and photography talent on Island. We feel confident working with them for BTA specific projects and connecting global brands to Bermuda resources.
“The BTA has identified film and fashion as a target market that reaps benefits for the Island.
“Brands spend money on Island on hotels, transportation, catering and staffing — and Bermuda promotional benefit of being the backdrop in the resulting catalogues, videos, advertising or PR materials.”
The BTA, set up about two years ago, has created a special section on its website to promote Bermuda as a film location and to highlight local productions companies.
It has also joined the Association of Film Commissioners International and representatives are set to attend its Locations Expo show next year to shine the spotlight on Bermuda as a photo and film destination.