BTA brings a bit of warmth to chilly Boston
As temperatures start to drop in New England, Boston residents were offered a taste of sunny Bermuda as part of a promotion organised by the Bermuda Tourism Authority.
The BTA promotion featured a Lost Yet Found “glass truck” which offered those who stepped inside an immersive look at the island, surrounding them with high definition screens showing footage of Bermuda.
The truck spent three days in the city recently, with those who enjoyed the experience gaining a chance to win a free trip to the island.
The promotion was recently highlighted on the Boston NBC programme The Hub, which showed footage from inside and outside the truck.
Leonard Williams, of the BTA, said: “We have everything from caves and natural wonders and beaches, which you obviously hear about, but then there are things you don’t hear about. The culture, the historical grounds.
“We have everything you think of when it comes to experiences on water and land.”
Jamari Douglas, the BTA vice-president of marketing, PR and communications, said the glass truck offered “a fully mobile immersive experience showcasing our Lost Yet Found video, which features parts of Bermuda a potential visitor may not know, while simultaneously challenging them to take a deeper look into our culture and way of life”.
Mr Douglas said it had been launched as part of marketing to boost “relevance and awareness in key markets”.
It has been highlighted to date in Miami and Boston, finishing in New York City.
“Though the glass truck is our main activation during these periods, those unable to attend still received a Bermudian experience by way of added value ads on display in Aventura Mall, Prudential Centre Mall and once in New York, Port Authority, which acts as an NYC travel hub for New York and New Jersey alike.”
Mr Douglas said locations were chosen based on ad engagement and data showing who visited Bermuda after seeing an ad.
He added that the glass truck had yielded “impressive results thus far”.
“Not only have Bermuda’s engagements been organically boosted by up to 56 per cent, but consumer engagement was also so robust that NBC 10 Boston News provided free coverage, furthering our reach to an impending audience of over 20 million.
“With the opportunity to engage directly with our consumers, we are encouraging winter travel to the island both digitally and by utilising on-site ambassadors to convey promotions such as `endless summer’ and the upcoming cyber sale.”
He said other promotions would be shared at a tourism summit set for November 18.