New Yorkers were targeted with an offer to get away to Bermuda, through an innovative phone campaign.

“Bermuda Calling” debuted on Broadway in New York between West 40th and West 41st Streets, as a partnership between Bermuda Tourism Authority and JetBlue Vacations.

Under the initiative, new phones were built into the storefront at 1450 Broadway on July 27 and 28, and sporadically rang as people passed by.

Those who picked up the phone received either a friendly message to entice them to the island, a JetBlue Vacations promotional discount up to $500 or a vacation to Bermuda for two travellers, complete with air and hotel.

According to a press release from the Tourism Authority, the objective was to tell New York consumers:

• the two-hour travel time to Bermuda is even quicker than heading to the Hamptons;

• Bermuda’s proximity makes it the ideal #BermudaSummerFriday destination;

• there are a wide variety of experiences and activities in Bermuda;

• JetBlue Vacations is “an efficient and fun way to get to Bermuda for Summer Fridays”.

Chief sales and marketing officer for the authority, Victoria Isley, stated: “In the same way Bermuda is set apart from other destinations because of its unique location and way of life, we want our marketing to be as distinct and memorable as Bermuda herself.”

JetBlue increased its airlift to Bermuda from New York and Boston in May this year, which included a second daily flight from John F. Kennedy International Airport. JetBlue now provides air service between Bermuda and both cities year-round.