BDOT’s Marketing Push Overseas
The Bermuda Department of Tourism [BDOT] said they are continuing their marketing push overseas with a “campaign that involves radio broadcasts, television commercials, billboards in high traffic locales, wrapped trolleys and more.”
The campaign kicked off in earnest on Monday [Jan.23]. Television viewers in New York and Boston will experience a four week Bermuda branded broadcast blitz featuring advertisements that also promote the Island’s current Compliments of Bermuda offer.
Also currently underway – as part of Bermuda’s ongoing relationship with media giant CBS – three of the New York metropolitan area’s top radio stations – WCBS-FM, WWFS-FM and WFAN-AM will begin six weeks of live promotional spots for the Island.
Minister of Business Development and Tourism Wayne Furbert said, “We are pulling out all the stops to ensure that Bermuda is top of mind with our target audience of consumers. It will be virtually impossible for potential customers in our most important geographic markets to miss seeing and learning about Bermuda, and we are looking forward to building both buzz and business for the destination.”
Bermuda is already the focal point for an eight-week promotion currently airing on WWFS, also known as FRESH 102.7, in which those listening for the “Fresh Artist of the Day” have the opportunity to win a trip to Bermuda.
In addition to the on-air exposure, the BDOT said Bermuda is also being promoted on the station’s homepage and included in social networking messages on the station’s Facebook and Twitter accounts weekly, as well as a direct mail piece going to 167,000 homes in the tri-state area.
“Meanwhile in Boston, more than two million listeners for three of that city’s top stations – WBMX, WODS and WZLX – will also hear endorsements for the Island on their favourite stations for a period of five weeks,” said the BDOT.
“And across the Atlantic, radio listeners in the UK have been enjoying a campaign as well that has seen more than 2,500 entries in just three days for the chance to win a trip to the Island.
“In February five UK stations will be visiting the Island to broadcast back to an audience in excess of five million listeners. At the same time, the BDOT is engaging in a transit campaign that will involve a bus fully wrapped with Bermuda imagery and messaging, as well as 25 taxis and additional trains that will all feature prominent visuals and messages touting Bermuda tourism.
“Consumers in Toronto and Boston will get their own taste of transit advertising with two wrapped street cars in Toronto on the streets for two months between February and April and a fully wrapped trolley in Boston that will be visible to hundreds of thousands of commuters for a three-month period spanning February to May.
“And commuters heading into the famed Lincoln Tunnel to New York currently see massive advertisements for the destination, including both digital and static billboards through CBS Outdoors. Transit commuters into New York’s iconic Grand Central Terminal will see Bermuda messaging on new, high profile digital boards in the main hall of the terminal as well.
“Finally, on February 16, Bermuda will once again take over the iconic Vanderbilt Hall at Grand Central Terminal for a high-profile “Experience Bermuda Day” on February 16. CBS-FM radio will broadcast the popular “Dan Taylor Morning Show” live from Vanderbilt Hall in the morning which will be pre-promoted with a “Trip a Day” contest giveaway.
“That same afternoon, two of FRESH 102.7’s most popular personalities will appear at the Experience Bermuda event to help build excitement and awareness.”
Seems like the only one working hard for the PLP is the UBP leader. Lets hope we see some results Mr Furbert.
I think the DoT are wasting OUR money in GB. GB will never produce enough new visitors to justify this kind of promotional expenditure. 90% of our ad budget should be targeted at our traditional Gateway Markets in the Atlantic Northeast. That’s where out Primary Market lives.
I’d like to know exactly how many additional visitors from GB this promotion ultimately creates.
But the PLP Gov’t doesn’t release tourism numbers that mean anything. Bed Nights is what the DoT should be counting.
Hey naw, Furbert, is going fishing where fish are! Now where would he get an idea like that? Who did that before? What was the name of that organization that was Government when tourism was in its heyday & Furbert rose to become leader of? Who were they? I don’t think they are around anymore, at least not in a meaningful way.
Who were they? Um…ah…Oh yes! That would be the UBP. That is the group that, according to the PLP, created such a “mess” & “failed miserably”.
I just wonder, is that where he got the idea from?
I thought the bdot was in search of an agency to steer them in the right direction. Looks like they’re spreading themselves to thin as usual. And stop giving away the store.