BTA raising the profile of local businesses
The Bermuda Tourism Authority is working to elevate local brands to overseas consumers as part of Independent Retailer Month happening throughout July.
The campaign, popularised annually in North America, is designed to promote local shopping to local consumers. While the Bermuda version of Independent Retailer Month will focus locally like other jurisdictions, it will also reach globally, stimulating spending from shoppers near and far.
“Independent merchants are the backbone of local economies everywhere and a critical part of the Bermuda tourism sector,” BTA interim chief executive officer Glenn Jones said. “As part of our ‘inside-out' recovery marketing initiative, we will promote some of Bermuda's finest retailers in the local market, while also using the Bermuda Tourism Authority's vast social-media reach and e-mail marketing database to connect the island's merchants to an international audience.”
Independent retailers of Bermuda-made or Bermuda-inspired items with an e-commerce presence and international shipping options stand to benefit the most, but all merchants meeting the criteria are eligible to participate. Qualifying businesses are small shops owned by a Bermudian individual, family or partnership, and not affiliated with established global brands or franchises.
To take part, retailers can complete our online participation form and indicate whether they're offering special incentives for consumers in Bermuda or overseas — such as personal-shopping assistance or deals on international shipping. Businesses not yet online or not offering overseas shipping will receive guidance on new opportunities to go digital and broaden their reach. This might be of special interest to Harbour Nights merchants unable to engage a large volume of visitors this year.
This month, the BTA will work with the Bermuda Chamber of Commerce and Bermuda Economic Development Corporation to attract shopping to independent retailers throughout the island, in store and online, leveraging the hashtag #ChooseBDA. As part of the campaign, the BTA will include a dedicated page on their website and host a weeklong Instagram stories takeover from July 13 to 17, on its consumer-facing channel (@Bermuda), dedicated to supporting Bermudian owned businesses.
Independent Retailer Month is part of the BTA's Inside-Out marketing strategy activating the community to support local businesses and jobs as air visitors return to the island starting tomorrow.