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Britain targeted in tourism campaign

Britain was recently targeted in an advertising campaign aimed at promoting the island before the 2017 America's Cup.

Several major cities including London, Liverpool, Leeds, Edinburgh and Birmingham were given a glimpse of Bermuda's blue waters with a series of 24 roadside digital screens as part of a campaign by the Bermuda Tourism Authority and the Media Agency Group.

Meanwhile, the Mail Online featured a digital display highlighting the island last month, with billboard ads and scroll skins showing Bermuda and encouraging viewers to visit www.gotobermuda.co.uk.

And advertisements were placed in several key rail stations in London and around Portsmouth.

A MAG spokesman explained: “The placement of these ads was meticulously planned, and was run to tie in with the recent America's Cup World Series event in Portsmouth.

“Bermuda is set to host the 35th America's Cup in 2017, so these ads gave the Tourism Authority the chance to showcase the Bermuda brand in front of a relevant audience of sailing fans.” John Kehoe, MAG's managing director, said the company was pleased to continue its work with the BTA, saying the effort was a “strong-performing campaign”.

“By opting for online and digital out-of-home advertising, Bermuda has been able to reach a large and diverse audience, with ads in some of the busiest areas and key media locations that the UK has to offer,” he added.

While statistics recently released by the BTA revealed increased visitor arrivals during the first six months of the year, the growth was attributed chiefly to a boost in visitors from the United States — particularly New York and New Jersey.

The number of visitors flying from the UK declined slightly in the period between January and June, with air arrivals falling by 3.3 per cent compared to the same period last year — a difference of 147 visitors.

However, the number of cruise ship arrivals from the UK increased by 84.4 per cent year-on-year, representing an additional 3,200 people.

Prime exposure: several major cities were given a glimpse of Bermuda's blue waters with a series of 24 roadside digital screens

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Published August 12, 2016 at 9:00 am (Updated August 12, 2016 at 12:12 am)

Britain targeted in tourism campaign

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