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UK award for Bermuda’s billboard campaign

Come to Bermuda: vehicle-recognition technology was used in Britain to target Bermuda Tourism Authority advertising at drivers of prestige cars. The UK company that ran the campaign has won a top advertising award (Photograph supplied)

The company behind an innovative advertising campaign for the Bermuda Tourism Authority has won a top award in the UK for its efforts.

Earlier this year, interactive billboards in London, Birmingham and Manchester were used to entice commuters to take a vacation in Bermuda.

The BTA worked with Britain’s Media Agency Group to create the travel industry’s first campaign using vehicle recognition to target potential holidaymakers.

The billboards were linked to a technology that involved cameras equipped to recognise the registration plates of vehicles stationary at nearby traffic lights. If a vehicle was spotted that was valued at more than $48,000, the billboard would present a customised advert for the driver, encouraging them to take a vacation in Bermuda.

It was the first time Media Agency Group had used the technology in such a campaign.

At the Northern Marketing Awards event, held in Manchester, the Media Agency Group won the award for best outdoor advertising campaign for its Bermuda tourism vehicle-recognition initiative.

On the website of Pacific North, which was involved in the awards, it was reported: “The judges thought that this was a strong, innovative campaign. The Media Agency Group have clearly defined objectives and know their target audience well. The campaign has been well-executed and achieved very impressive results.”