Island’s charms touted by Air Canada
Travellers looking to fly with Air Canada can also gain insight into what it is like to taste an Art Mel's fish sandwich or take a bike ride on the Railway Trail.
The online version of the airline's in-flight magazine, enRoute, carries a major feature on the Island under the headline, “Seven things to do in Bermuda Beyond the Beach”.
The editorial, which may appear in print later in the year, highlights a host of attractions, from the Royal Naval Dockyard in the West End to the Bermuda Perfumery in the East End.
It also makes reference to diving tours, museums, hotels and sporting events.
The feature is part of the Bermuda Tourism Authority's drive to boost air arrivals from North America, and Canada specifically.
“The placement of this article in enRoute did not cost anything because it's not an advertisement, it's editorial,” said Glenn Jones, the BTA's director of public and stakeholder relations. “It's a result of the BTA's aggressive, proactive media relations programme in key markets, including Canada.
“Articles like this are generated by pitching story ideas to editors and writers, carefully following all media, hosting writers on-Island, and in-market media missions to gateway cities like Toronto.
“Our sales and marketing team is doing all of these things on a regular basis to win editorial coverage for tourism industry stakeholders.
“Ultimately, editorial coverage increases the likelihood of a reader booking a trip to Bermuda.”