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BTA signs new advertising agency to promote island

The Bermuda Tourism Authority (Photograph supplied)

The Bermuda Tourism Authority has partnered with an international communications firm to attract more visitors to the island.

Since April 1, BerlinRosen is working with the authority on advertising, digital marketing, branding, earned media and design.

Some of the firm’s other clients include Bloomberg Media, HBO, Singapore Airlines and the Juilliard School.

A BTA spokesman said: “BerlinRosen’s PR team will develop integrated earned campaigns highlighting all that makes Bermuda unique — its stunning pink sand beaches, rich cultural heritage and soft adventure activities.

“The firm will work closely with the BTA to support the seven pillars of the National Tourism Plan: awareness and relevance, greener environment, frictionless infrastructure, local involvement, innovation, prioritising teams and groups and embrace the island year-round.

“Through facilitating partnerships with key stakeholders on the ground in Bermuda, including hoteliers and local businesses, BerlinRosen will assist the BTA in meeting overall objectives that benefit the island in totality.”

The spokesman added that the partnership is for two years, with an option of extending it for another year.

According to an article in PRWeek, the budget for the contract is between $5 million and $7 million.

Highlighting the island’s closeness to New York City, Sara Joseph, executive vice-president at BerlinRosen, said: “Our team can’t wait to immerse ourselves further into the Island’s vibrant culture and alluring attractions.

“Bermuda has so much to offer travellers and we are thrilled to be able to work alongside the Bermuda Tourism Authority [and Miles Partnership] to execute a meaningful communications strategy as their new agency partner."

The BTA will also continue its eight-year collaboration with the marketing firm Miles Partnership for paid media initiatives.

Miles has partnered with more than 130 destinations and hospitality businesses worldwide.

The BTA spokesman said: “Miles will play a key role in developing and implementing holistic, multichannel national and international advertising campaigns, utilising engaging visual assets produced by BerlinRosen’s creative team that captures the island’s essence.

“[Miles and BTA] have a history of collaboration and innovation, including launching a first-of its kind programme with Google Street View to film footage of the entire island and upload it to the Google platform.

Lauren Bourgoing, vice-president at Miles Partnership, said: “We are thrilled to renew our partnership with the BTA and to begin work on a new chapter of innovation.

“Together, we will amplify the Bermuda brand through a targeted media strategy aimed at expanding awareness of and increasing visitation to the island.”

Jamari Douglas, the vice-president of marketing, PR and communications at the BTA, said: “Both agencies have proved that they understand our vision and are aligned with our goals and objectives.

“We’re confident that our work with BerlinRosen and Miles will effectively raise awareness around Bermuda’s proximity, unique on-island activities and our rich culture.”

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Published May 01, 2023 at 7:44 am (Updated May 01, 2023 at 7:44 am)

BTA signs new advertising agency to promote island

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