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Ad agency plans to sell ‘authentic Bermuda’

Fuseideas, a Boston-based advertising agency, has been handed one year contract through to March 31, 2013, to promote Bermuda.

Among the agency’s plans for the Island is a campaign that will be based on selling ‘authentic Bermuda’, which will be designed to ‘create passion on the people who live here’.

According to Dennis Franczak, Founder and CEO of Fuseideas, campaign elements will include breakthrough creative promotions across all channels, advanced mobile and web technology, in-depth analytics, campaign optimisation and social marketing integration.

He was one of three company representatives with the Minister at the press conference. Mr Franczak said: “We’re absolutely thrilled to partner with the Island to bring a brand that is iconic and treasured and put a refreshed set of thinking to bring new visitors to the Island.

“This campaign which we will seek to launch in the coming months is going to be built on authentic Bermuda. Its going to have the involvement of the islanders and its going to be designed to create passion on the people who live here.

“We want the people who live on this island to feel good about this campaign, to focus on the future and bringing new visitors here. We actually live and work in a key market.

“Our core office is in Boston and there’s a lot of people who live in that area who want to come to this island. We want to reach them, we want to target them and we want to get them excited about the passion that the people here have for their island.”

For Mr Franczak the main task for his firm is to develop a strategy that gets consumers excited about coming to Bermuda.

“But just as important is to get the people who live here excited about the campaign that we’re going to unleash upon the world,” he said. “There’s two jobs, its both an external job of marketing and there’s the job here on the Island to get people invested and excited about what we’re going to do.

“I know what’s been said in the past, we’re looking towards the future. It’s about building bridges and building towards the future; that’s our two paths that we’re going to take.

“We’re not making any assumptions about anything, we’re talking about an inclusive campaign. Whether race, age, gender, orientation it doesn’t matter, it’s all about what’s here in Bermuda and what is attractive to people to want to come to Bermuda.”

Selected from one of 29 companies to bid for the contract, Mr Furbert said that Fuseideas had come through a rigorous interview process and would be on call 24-hours a day in their bid to help raise the Island’s profile.

“Fuseideas was selected after a rigorous request for a proposal and selection process, one of 29 submissions,” said Mr Furbert.

“Seven agencies were shortlisted, they were interviewed by ten panellists from varied backgrounds including the Department of Tourism, the Tourism Board, Bermuda Hotel Association and the business sector.

“Each agency was evaluated with a series of competency questions based on credentials, experienced technical qualifications, knowledge of Bermuda and costs. This is a young company that will be on call 24 hours a day like myself.”

Steven Mason, Executive Vice President of Fuseideas said the agency plans to roll out the new campaign by June. “Everything that we do is going to be inclusive, we’re going to be working with and talking to a lot of people here, we’re going to be using Bermudians in the advertising.

“Ultimately we’ll be visiting with stakeholders and then finally testing our creative concepts with representative consumers in our target markets. So we’re very anxious to move forward there’s a lot of work to be done.

“The first step that we’re pursuing is to gain a deeper understanding of the Bermuda visitor, understanding the visitor better will allow us to not only target better through media but also to align the creative messages to speak more directly to them.”

Tourism Minister Wayne Furbert is seen with Steven Mason, Dennis Franczak and Monroe Blakes of advertising agency Fureiideas after a press conference announcing them as Bermuda Department Of Tourisms North American agency of choice (Photo by Glenn Tucker)

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Published March 24, 2012 at 8:57 am (Updated March 24, 2012 at 8:56 am)

Ad agency plans to sell ‘authentic Bermuda’

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