BTA wins big at Adrian Awards in New York
The Bermuda Tourism Authority took home four trophies this week for its campaign to promote the island internationally.
At the Adrian Awards in New York, organised by the Hospitality Sales and Marketing Association International, the BTA won prizes in several prizes including a platinum award and Best of Show in the category of public relations.
Other awards included a gold award for its “Out Here, Where You Belong” brand and a silver for its “Out Here” print advertising.
The awards came in the wake of Victoria Isley, the BTA's chief sales and marketing officer, being named one of HSMAI's Top 25 Extraordinary Minds in Hospitality.
Kevin Dallas, the BTA CEO, said: “These awards belong to all of Bermuda. The stories our team is telling about Bermuda are resonating with travellers and with our travel industry peers because they're genuine.
“The stories represent the best of who we are — our heritage, our spirit, our way of life, and most importantly, they show the world what sets us apart from other destinations.”
Meanwhile a BTA spokesman said: “All awards received shared a common theme: they emanated from innovative marketing strategies that delivered compelling stories of adventure, exploration and the spirit of Bermuda.
“Judges said they were also keen to ensure award-winners showed positive results for the destinations they serve.”
The spokesman said the BTA's efforts to rebuild the island's tourism product helped bring Bermuda it's best tourism figures since 2007, including a 76 per cent growth in travellers under the age of 45.
“The 2016 turnaround for Bermuda tourism has also resulted in a slew of travel and mainstream media outlets naming the island to its ‘best lists' for 2017,” the spokesman said.
“The same earned media coverage of Bermuda which resulted in the island's Best of Show prize, played a key role in winning the hearts of travel writers and earning a spot on their ‘best lists.”
Ms Isley said: “Editorial coverage is a key driver for consumers when deciding where to travel.
“We are very fortunate to have so many captivating Bermuda stories to pitch and share with journalists. Bermuda has incredible storytellers who speak with passion and love for their country, which is resonating with consumers.
“We are grateful to have these ingredients and use them to set Bermuda apart and break away from the sea of sameness in the travel industry.”