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BTA partners with Saks to boost tourism

Spreading message: a display at a Saks Fifth Avenue store that highlighted Bermuda (Photograph supplied)

Bermuda Tourism Authority partnered with upscale retailer Saks Fifth Avenue to showcase the island in New York, Toronto and Boston.

For two weeks in March, the island had three window displays at Saks Fifth Avenue and hosted “Dark ‘n Stormy” bars in the three cities, inviting people to “discover the enchantment and mystery of Bermuda after a long, cold winter”.

The BTA says the collaboration racked up 34 million total impressions for the island in three of its top feeder markets. The integrated partnership elements included an on-island photoshoot, print placements, window integrations, in-store displays, in-store events, e-mail placements, and social media.

Saks shot a 23-page women’s designer ready-to-wear story on location in Bermuda for its Spring 2019 fashion book, the BTA said. The book was mailed to 400,000 customers in the US, while 30,000 copies were distributed throughout Saks stores.

Saks also hosted the digital version of the spring fashion book on saks.com for three months, resulting in more than 15 million impressions, the BTA said.

The BTA said the partnership included “elaborate displays in street-side store windows and on the retail floors that highlighted Bermuda’s beauty, architecture and colourful palette, a Dark ‘n Stormy bar that offered shoppers a chance to sample Bermuda’s signature cocktail, and infectious island beats spun by internationally renowned Bermuda-born DJ Damon DeGraff, setting the perfect mood in New York City”.

Kevin Dallas, chief executive officer of the BTA, said: “Our collaboration with Saks Fifth Avenue showcased Bermuda’s undeniable mystique to the adventure-seekers, explorers and romantics in markets that matter to Bermuda. Bringing National Tourism Plan’s ‘Awareness’ pillar to life, the innovative and interactive experiences in New York City, Toronto and Boston transported Saks Fifth Avenue shoppers to a place that was far away their everyday lives.”