2022 YEAR IN REVIEW
Awareness & Relevance
Differentiating Bermuda.
While many may have heard about Bermuda, for us to stand out among the sea of competitors, we must ensure that our potential visitors know how unique and different our offering is relevant to them. Using data, and ongoing impact monitoring, we drive awareness across several modalities (Advertising, Public Relations, Digital, Social Media, Direct Calls, et al.) and to the specific audiences identified in our National Tourism Plan.
In the fourth quarter, Bermuda marked the end of the country’s COVID-19 Border protocols and the national health emergency orders. It was a pivotal point in Bermuda’s tourism recovery efforts. As such, each division was laser-focused on closing the gap in corporate objectives which had been stymied by the wide-ranging impacts of the pandemic.
Find Your Way
Marketing
In the fast-paced world of marketing, PR, and communications, 2022 proved to be a stabilising year for the Bermuda Tourism Authority. As the first quarter (Q1) kicked off, our primary focus was content creation and establishing strategic partnerships to expand our reach. However, the year did not come without its challenges. The ongoing travel protocols and processes created hurdles for the industry, compelling us to continue our unwavering focus on safety messaging to reassure potential travellers.
During the second quarter (Q2) of 2022, the Bermuda Tourism Authority took significant strides in hosting notable media events and fostering partnerships that brought global attention to the island. One highlight was our collaboration with Forbes for their prestigious 30 Under 30 residency programme. This unique initiative brought together young entrepreneurs, innovators, and industry leaders to experience Bermuda’s beauty and opportunities. The residency program showcased the island’s vibrant ecosystem and provided invaluable exposure to a diverse range of talent from around the world.
Furthermore, Q2 witnessed a groundbreaking moment as Bermuda hosted the USATF (USA Track & Field) for the first time outside the United States. This momentous event attracted top athletes, coaches, and spectators, spotlighting Bermuda as an exceptional sporting destination. The successful execution of this event helped solidify Bermuda’s position as a world-class host for international sporting competitions.
In addition to these achievements, Q2 also marked the launch of our first-ever Dive Month, an initiative designed to entice diving enthusiasts to explore Bermuda’s mesmerising coral reefs. With a series of engaging events, workshops, and promotional activities, we aimed to highlight the unique underwater experiences and conservation efforts that make Bermuda an ideal destination for divers of all skill levels.
Last but not least, Q2 saw Bermuda proudly hosting the premier sailing race, Sail GP. This thrilling event brought together the world’s best sailing teams and captivated audiences with exhilarating races in the stunning waters surrounding the island. Including Bermuda in this renowned sailing, series bolstered our reputation as a premier destination for water sports and adventure.
During the third quarter (Q3), we experienced a significant milestone with the launch of “Lost Yet Found,” a captivating campaign that aimed to showcase Bermuda’s hidden gems and untapped potential as a travel destination. A massive marketing push accompanied this campaign, as we penetrated the market with an out-of-home (OOH) advertising campaign that spanned various mediums, including billboards, transit advertisements, and captivating digital displays. Additionally, we introduced LYF security bins, ensuring that tourists could explore the island without worrying about their belongings. An immersive glass truck experience was also
introduced, engaging passersby with virtual reality tours of Bermuda’s scenic landscapes and cultural attractions.
As the year progressed into the fourth quarter (Q4), our marketing efforts continued to gain momentum. Building on the success of our previous campaigns, we remained committed to our robust media plan. This included a diverse range of marketing tactics, such as television commercials, online advertising, social media engagement, and influencer partnerships. By utilising these channels effectively, BTA aimed to enhance its visibility further and attract potential travellers to the stunning island of Bermuda.
Throughout the year, we diligently adapted our strategies to meet the ever-evolving travel and tourism landscape. Although challenges persisted, our unwavering commitment to safety messaging allowed us to navigate through the complexities and instil confidence in potential visitors. By leveraging content creation, partnerships, and an array of innovative marketing techniques, the Bermuda Tourism Authority successfully promoted the allure and beauty of Bermuda, enticing travellers to experience the island’s unparalleled wonders
Cup Match
The Bermuda Tourism Authority (BTA) embarked on a new approach to influencer programs, recognising the potential for both content production and new business opportunities. During the Cup Match holiday, which took place from July 28th to July 29th, the BTA collaborated with six influencers and content producers as part of a fresh content partnership initiative. These collaborations allowed the BTA to generate owned content and expand its distribution networks, enabling them to reach a broader audience. The project aligned with the BTA’s ongoing mission to share authentic Bermudian experiences with the global community.
Renowned photographer Lenny S., creative director Dapper Lou, Grammy award-winning director Melina Matsoukas, celebrity stylist Gabriella Karefa-Johnson, influencer Chinyere Adogu, and blogger Nyja Richardson were fully immersed in Bermudian culture throughout their brief stay.
Here are some notable metrics achieved during this collaboration:
- Global Reach: 1.48 million
- Total posts across all social channels: 210
- Video/reel views: 1.23 million
- Shares: 282
- Engagements (likes, shares, comments): 8,453
These results demonstrate the success of the influencer program, showcasing the powerful impact of leveraging influential individuals to promote Bermuda and engage audiences worldwide.
Lost Yet Found Campaign Overview
The campaign has a goal of highlighting Bermudian experiences while challenging visitors to dive deeper into the culture to feel and experience the island the way Bermudians do.
The build of the campaign is centered around recent research and data which shows a rise in guests wanting to connect to the destinations they are visiting. Utilising these findings, the BTA pushed the campaign to drive visitors to the island to meet their objectives as outlined in the National Tourism Plan.
Behind the Campaign
The story behind the creative
On September 14, we launched the Lost Yet Found Campaign, which focused on telling the story of Bermuda’s culture and way of life.
The brand campaign was developed leveraging insights from qualitative and quantitative data, guideposts within the National Tourism Plan, and emerging global travel and tourism trends.
Lost Yet Found focuses on showing Bermuda’s natural beauty and authentic culture, including:
- Natural Wonders
- Beaches
- Bermuda History
- The people of Bermuda
Campaign Performance
- 32% vs Q3
Top media tactics for driving site traffic were:
- Trip Advisor,
- Programmatic Display,
- Paid Social
Miami, Atlanta, and Tri-State markets led in engagement rates.
Glass Truck
The Glass Truck was an innovative mobile experience that offered consumers the opportunity to immerse themselves in a captivating video showcasing the works related to the theme of “Lost Yet Found,” highlighting the enchanting beauty of Bermuda and its places you may not know. The aim was not only to entertain but also to provoke a deeper exploration of Bermuda’s culture and way of life. This activation formed a crucial part of the BTA’s marketing strategy, aiming to increase relevance and awareness in key markets. The Glass Truck travelled across three cities, engaging audiences on the following dates:
- Miami: October 22nd to October 24th
- Boston: October 28th to October 30th
- New York: November 3rd to November 5th
In addition to the Glass Truck, the BTA maximised its presence by incorporating a Mobile Digital Out-of-Home (OOH) truck that strategically traversed high-traffic areas, showcasing the captivating Bermuda Brand. This approach captured the attention of a wider audience and reinforced the brand messaging in critical locations. The Mobile Digital OOH truck complemented the immersive experience of the Glass Truck, further amplifying the marketing efforts and extending reach to potential consumers.
The glass truck yielded the below results:
- 280,000+ impressions
- Social engagements were up to 56% YoY
- NBC 10 Boston News provided free coverage, furthering reach to an impending audience of over 20 million
Pink Airport Security Bins
BTA extended its advertising to travellers in the airport, affixing custom Lost Yet Found messages in Bermuda-branded pink security bins at the security area of Philadelphia and Charlotte airport hubs.
The bins garnered tons of attention and yielded impressions:
- 15,695,652 impressions from Philadelphia airport
- 7,726,817 from Charlotte airport
Time Square 3D Ads
To make a significant impact and capture the attention of the market with the launch of “Lost Yet Found,” the Bermuda Tourism Authority (BTA) implemented a bold strategy to demonstrate that Bermuda was open for business and ready to welcome visitors. One of the key initiatives was the creation of two eye-catching 3D billboards strategically positioned near prominent travel hubs in New York City. This innovative approach aimed to grab the attention of passersby and convey the message that Bermuda offered unique and exciting opportunities.
To further enhance the campaign, the BTA collaborated with Subway Liveboard to provide additional value-added content. Leveraging this partnership, the BTA showcased captivating visuals and information on the subway liveboards, effectively reaching a wider audience and generating interest in Bermuda as a travel destination.
Through the 3D billboards, the BTA designed a “Welcome to Bermuda” postcard featuring elements from the “Lost Yet Found” campaign. Additionally, one of the billboards focused explicitly on the winter activities available in Bermuda, highlighting the destination’s versatility throughout the year.
The success of this campaign was further validated by the fact that Bermuda was the first Destination Marketing Organization (DMO) to collaborate with the company responsible for the billboards. The impressive results and creative execution have made Bermuda’s work a compelling case study for the company, showcasing the campaign’s effectiveness in capturing attention and generating interest in the destination.
- Billboard Impressions: 28,491,337
- In-Kind Impressions: 896,098
Sales
In addition, the BTA has been diligently working on re-engaging with tour operators and the travel trade across continents. This started in Q2 of 2022 with the Caribbean Hotel and Tourism Association (CHTA) and World Travel Market tradeshows. The team held over 60 meetings between the two shows and has implemented a robust engagement strategy to keep operators engaged.
Travel Industry Trade Events
January 10-13 | Adventure & Expedition Virtual Trade Show
- Four-day event targeted 4 key markets (EST, CST, MST/PST, Canada) Monday – Thursday, 12pm – 5pm local time.
- Conducted 83 1:1 Meetings via CHAT, VIDEO and/or set appointments (15-minutes).
- 561 total booth visits out of the 810 registered attendees. Virtual event available for 30 days to advisors.
- Pink Sale promoted.
January 21-23 | AAA Virtual Travel Market Place
- 3,150 registered consumers attended event.
- 150 AAA Travel Advisors booking on the spot.
- Chat & Video engagement.
- Conducted a 20 min presentation “Bermuda, So close yet a world apart” .
- Pink Sale promoted.
- $55,000 booked for Bermuda (land/cruise).
March 5-6 | Travel & Adventure Show – Hynes Convention Center, Boston
- 7,480 attendees at trade show.
- 200 + destinations from around the world.
- Adventure T.O.s and Expedition Companies.
- Destination seminars/workshop/giveaways.
- Daniela D’Amato from Grotto Bay Beach and Deborah Traussi with Cambridge Beaches attended or joined BTA.
March 8 | Travel Advisor Dinner, Oceanaire, Boston
- 14 Travel Advisors attended.
- CEO Charles Jeffers III presented updates along with Daren Bascome of Proverb.
March 18-20 | Travel & Adventure Show – Jacob Javits Center, New York
- 13,972 attendees at trade show.
- 200 + destinations from around the world.
- Adventure T.O.s and Expedition Companies.
- Destination seminars/workshop/giveaways.
- Daniela D’Amato from Grotto Bay Beach Lauren Foy from St. Regis and Deborah Traussi with Cambridge Beaches attended or joined BTA.
April 23-24 | Travel & Adventure Show – Cobb Galleria Center, Atlanta
- 3,709 attendees at trade show.
- 200 + destinations from around the world.
- Adventure T.O.s and Expedition Companies.
- Destination seminars/workshop/giveaways.
- Tom Lamb from Pompano Beach Club attended or joined BTA.
Consortia & Industry Memberships Partnerships
- Partnered with 3 select Travel Industry Consortia in June.
- Renewed 2 memberships with home based, Independent contractors and niche travel advisors.
- From a Sales Perspective we’ve:
- captured a wider span to disseminate. messages on destination and promotions
- total outreach of 112,000 travel advisors.
- opportunities to participate in trade events and trade shows.
- conduct virtual training and webinars.
- continue to work with luxury Travel Advisors.
May 2-4 | Global Travel Marketplace West – Westin La Paloma, Tucson, AZ
Conducted 56 one on one appointments with 60 travel advisors. 120 advisors/125 suppliers attended the event.
- vetted agents only
- networking, social events, and workshops (board room training)
May 9 | Luxury Travel XPO panel-Virtual
- Topic: “What is Luxury Travel in Caribbean, Bermuda & Latin America”.
- Recorded to be accessed at the Luxury Travel XPO and 30 days after.
May 10 | Travelsavers Destination Webinar-Virtual
- 25 travel advisors attended.
- Webinar is available for 12 months to membership (25,000).
May 12-15 | Travel Professionals of Color 20th Anniversary Conference-Charleston, SC
- 80 Travel professional of color attended.
- Bermuda (ETD) presented at General Session.
- Workshops, and guest speakers.
- Trade show last day of event.
May 16-19 | Luxury Travel Expo-Virtual
- Four-day event targeted 4 key markets (EST, CST, MST/PST, Canada) Monday – Thursday, 12pm – 5pm local time.
- Conducted 26 1:1 Meetings via CHAT, VIDEO and/or set appointments (15-minutes).
- 563 total booth visits out of the 678 registered attendees. Virtual event available for 30 days to advisors.
May 24-25 | Signature Travel Network Destination Exchange & Regional Forum Showcase – Newark Liberty International Airport Marriott
- Twenty 1:1 appointments (8 mins each) with pre-selected travel advisors.
- Table-top trade show for 120 travel advisors.
June 15-16 | Signature Travel Network Destination Exchange & Regional Forum Showcase - Marriott O'Hara Chicago
- Thirty 1:1 appointments (8 mins each) with pre-selected travel advisors.
- Table-top trade show for 182 travel advisors.
June 15, 2022 | Virtuoso Web15 – Virtual
- Produced a 15-minute webinar that will live on Virtuoso.com travel advisor Training Portal, which will be accessible for 12 months along with fact info sheet – 10,000 luxury Travel Advisors have access to it.
July 14 | DELTA Vacations Webinar
- Conducted a 45-minute webinar session.
- Presented destination and preferred hotels: St. Regis, Rosewood, Hamilton Princess & Beach Club, Cambridge Beaches, Newstead Belmont Hills, and Grotto Bay Beach.
OUTCOME
- 150 travel agents registered
- 64 travel advisors attended
July 19 | Signature Travel Network Designation Webinar
- Conducted a 60-minute webinar session
- Presented destination and preferred hotels: Hamilton Princess & Beach Club, Cambridge Beaches (Fairmont Southampton, and Elbow Beach).
OUTCOME:
- 94 travel advisors attended.
- 10 for 10 and Endless Summer promoted.
July 28-31 | Global Travel Marketplace The Diplomat Beach Resort, Hollywood, FL
- Conducted 59 one on one appointments with 63 travel advisors.
- 134 advisors/137 suppliers attended the event.
- Vetted agents only, minimum $1Million in business.
- Interest in selling:
- Luxury
- Family
- All-inclusive
- A new destination for their clients, Travel Advisor’s paramount interests:
- Cruise
- Destination weddings
- New hotel builds
- Changes to Covid19 protocols
(Travel advisors unaware of all the new properties)
August 13-19 | Virtuoso Travel Week – Bellagio Hotel & Casino, Las Vegas, NV
Virtuoso Travel Week brings together thousands of top luxury travel professionals and providers from over 100 countries.
- Events were held between Bellagio, Aria, and Vdara hotels due to high volume of attendees.
- 4,320 in person attendees, 680 virtual attendees.
OUTCOME:
- 125 assigned 9-minute one-on-one appointments and anytime meetings scheduled.
- Social events, professional development, and workshops.
September 8 | CCRA Power Solutions – Loews Philadelphia Hotel, Philadelphia
- 108 home-based Travel advisors attended.
- 12 eight-minute round-robin (table) destination presentations were conducted.
- Trade show, workshops.
- 10 for 10 and Endless Summer promoted.
September 13 | Luxury Travel VIRTUAL Expo
- 850 registered Advisors, 74 booth visits, 140 video/presentation views.
- Chat and Video ability engagement with Travel Advisors.
- Pre-Recorded Bermuda Luxe Presentation held in Destination and Product “room”.
- Virtual event on platform for 30 days for Travel Advisors to visit at leisure.
- 10 for 10 and Endless Summer promoted.
September 15 | American Airline/Marriott Webinar
- Joint Webinar hosted by American Airlines.
- Featured destinations: Bermuda, Curacao, Dominican Republic.
- Marriott featured Bermuda Hotel: St. Regis Bermuda.
- 75 min webinar session.
- 81 travel advisors attended.
September 17-18 | Delta Vacations University - Georgia World Congress Center, Atlanta, GA
- 1,200 travel advisors from across the country attended.
- Two days of trade show, workshops, and keynote speakers.
- Rosewood Bermuda (Tyler Svetich) in the adjacent booth.
- 10 for 10 and Endless Summer promoted.
- Main topics of discussion by travel advisors:
- cruise
- unvaccinated travellers
- flights
- weather
- things to do.
October 9-15 | Luxury Travel Advisor Fam Trip - Bermuda
- Host hotels: St. Regis Bermuda and Cambridge Beaches & Spa
- 7 day / 6 night — site inspections, meals, sightseeing
- 3 Virtuoso and Travel leader Travel Advisors
- Clients: destination weddings, jetsetters, luxury
October 26-29 | Affluent Travellers Collection Symposium & Travel Market – Resorts World, Las Vegas, NV
- Luxury Travel Advisors that sell to affluent clients
- Two “wave” attendance: 200 top advisors for symposium, 1,000 travel advisors for Travel Market
- 1:1 appointments, 2 trade shows, various sessions
November 4 | CCRA Manhattan Chapter - Webinar
- Conducted a 60-minute webinar highlighting destination, hotels, attributes and competitive advantage for Bermuda
- 8 members attended
- Recording made and provided to Chapter President Wesley Francis to disseminate amongst the rest of the membership
November 8-12 | Signature Travel Network National Conference
The Venetian Hotel | Las Vegas, NV | The largest event for STN with workshops, speakers and meetings
- Conducted 64 seven-minute 1:1 meetings across two days
- Attended two 90-minute trade shows
- Met with 51 travel advisors throughout trade shows and breaks
- 1,163 Signature travel experts attended the conference including 548 preferred partners
November 14 | Family Vacation Virtual Trade Show - Remote/Online
- Four-day event targeting 4 key markets (EST,CST, MST/PST, Canada) Monday-Thursday 12pm-5pm local time
- Conducted fifteen-minute 1:1 appointments — 30 via VIDEO and 41 via CHATS
- 319 total booth visits out of the registered attendees
- Virtual event available for 30 days to advisors
December 1 | CCRA Power Solutions - Hilton Atlanta Downtown, Atlanta, GA
- 103 home-based Travel advisors attended
- 12 eight-minute round robin (table) destination presentations conducted
- Trade show, workshops
Butterfield Bermuda Championship
In 2022 Butterfield Bermuda Championship returned to Bermuda’s world-renowned- public golf course, Port Royal. A staple in the tourism event calendar, with no covid restrictions in place, the 2022 PGA event saw a return to normalcy with over 13,000 tickets sold. This move worked well in the island’s favour, with significant media value, including:
- 64 30-second Golf Channel ad units
- 8 Billboards with 5 seconds of copy
- Simulcast 15 second video
- 8-foot-high x 20-foot-long Bermuda signage
- 134,809 Social Media Interactions
Atmosphere
Target:
- GA (General Audience)
- JS (Jetsetter | 30+, HH $250K+, 6+ Trips/Year)
- AS (Adventure Seeker | 18-34, HH $100K+, Singles, 4+ Trips/Year)
Format: Integrated | DOOH
- Atmosphere’s Trivia Ads ran a two-month flight during Q4 22 (10/15 – 12/15), which delivered a total impression count of 8,940,697 throughout the campaign
- BTA’s 94MM impressions earned is +9% more than original campaign estimation (8.2MM)
- Trivia Ads were held in DMA’s in Toronto, Miami, Boston and NYC Tri-state area.
- NYC Tri-State area generated the most impressions throughout flight w/ 97MM, followed by Miami, Boston, and then Toronto, which all served over 1.6MM impressions each.
- Atmosphere produced over 1MM impressions for BTA as added value for the Q4 ’22 partnership, which represents 11% of overall impressions.
View Trivia Ads
TripAdvisor
Target:
- GA (General Audience)
- JS (Jetsetter | 30+, HH $250K+, 6+ Trips/Year)
- AS (Adventure Seeker | 18-34, HH $100K+, Singles, 4+ Trips/Year)
- Golf
Format: Display
- TripAdvisor was live through the entire duration of Q4 and delivered 6MM impressions and generated 14.3k clicks at an overall 0.31% CTR (click through rate)
- All performance metrics increased QoQ; impressions +78%, clicks +249% and CTR +96%
- One of the main reasons for the QoQ improvement came from Fall TripAdvisor Connect Unit, which caused a lift with engagement due to new LYF assets
- In terms of clicks to book and estimated direct bookers, we continued to see NY Tristate area remain the highest, followed by Boston, Toronto, Philly and Atlanta.
Expedia
Target:
- GA (General Audience)
- JS (Jetsetter | 30+, HH $250K+, 6+ Trips/Year)
- AS (Adventure Seeker | 18-34, HH $100K+, Singles, 4+ Trips/Year)
- Golf
Format: Display
- Expedia stayed live throughout Q4 and served 2.2MM impressions and 1.3k clicks at an overall 0.06% CTR
- We saw the largest number of nights booked and tickets purchased in October as people wanted to book travel before winter began
- Overall Room nights generated: 562
- Overall Air tickets purchased: 403
PR & Communications
As part of our newly developed content partnership strategy, we hosted influential content producers in the lead-up to and during the Cup Match Weekend. The project was part of ongoing efforts from the BTA to engage third-party content producers to share authentic Bermudian experiences with their global audiences. These will go beyond traditional influencer partnerships, providing opportunities for BTA to have owned content while extending their distribution networks. The partnerships yielded high-quality content and tremendous global reach. They showed the visitors’ perspectives on the Cup Match event, on-the-water experiences, and authentic Bermuda lifestyles featuring local artists, influencers, and everyday people.
Check out the Dapper Lou-produced video that was developed as part of the content partnership:
Content Partnerships
Campaign Performance
PR News Engine
LOCAL LIFE
Storytelling moments shaping wider authentic, cultural narrative of Bermuda to media for broad spectrum coverage e.g. The Daily Telegraph, Conde Nast Traveller, The Time, Mail on Sunday etc.
- These big picture stories which circle around clear curated narratives ensure prime positioning across the travel pages and wider news agenda.
- Providing media the opportunity to talk to local Bermudians during FAM trips has allowed them to gain an insight into local life and culture – a huge travel trend in the current media landscape.
BESPOKE EXPERIENCES
It is our job to make media feel special and to invite them to experience the very best of Bermuda. A part of this is creating bespoke storytelling moments that they cannot experience anywhere else in the world.
- This has involved sharing bespoke pitches and creating unique experiences within an itinerary during a FAM trip.
- Our superyacht strategy and partnership with BOAT International has been key in positioning Bermuda as a luxury destination.
THE UNEXPECTED
Educating media on what Bermuda has to offer beyond the beaches and stereotypical imagery of blue seas and white sand is vital. There is a huge appetite for travel journalists to experience the unique culture, culinary scene and history of a destination – all of which Bermuda has in abundance. The ‘Expect the Unexpected’ theme of our October FAM has leveraged this messaging and key story angles for the island.
Mail on Sunday is also focusing on this concept following the June FAM. Having not visited Bermuda before, each journalist was overwhelmed with the island’s offerings and experiencing the unexpected in the destination.
NEW PRODUCTS
Providing media with news and unique story angles is key when building the narrative, with editors constantly looking to promote fresh and distinctive destinations across the travel pages.
- Sharing details of new products on the island including the renovation of Cambridge Beaches, news chefs, new hotel and restaurant openings forms an integral role in our storytelling, creating a ‘what’s new’ hook for media.
PR Communications by Target Audience
UNITED STATES Earned Media Coverage - 2022 Snapshot
UNITED KINGDOM Earned Media Coverage - 2022 Snapshot
CANADA Earned Media Coverage - 2022 Snapshot
