The Bermuda Department of Tourism [BDOT] today [Aug 16] introduced a new branding campaign designed to spread the message that the island is as all that, plus “So Much More.”
The new, $4.8 million, multi-media campaign was developed by BDOT in conjunction with its new North American advertising agency Fuseideas.
Highlighted by a new logo featuring the slogan “Bermuda – So Much More”, the campaign is the culmination of months of research and, according to Minister of Business Development and Tourism Wayne Furbert, is a reflection of the direction laid out by the recently introduced National Tourism Master Plan.
“The National Tourism Master Plan helped provide a roadmap for our strategic path on this campaign,” said Minister Furbert. “Not only will it help define the consumer’s vision of the destination, but will be a key component in our effort to re-energize the entire tourism industry.”
Minister Furbert continued, “The “Bermuda – So Much More” campaign will communicate in a fresh and exciting way that Bermuda offers not only a breathtaking island with natural beauty, but also a nearby, culturally rich, history-infused escape with a variety of things to see, do and enjoy in all seasons, 12 months of the year.”
The campaign will promote Bermuda’s key tourism segments as identified in the National Tourism Master Plan, including: Leisure & Entertainment, Beach, Eco & Nature, Cultural, Sports & Golf, Nautical, Cruise, Business Travel, and Meetings and Incentive groups.
Finally, the campaign will encourage visitation to all of the island, including the destination “hubs” identified in the National Tourism Master Plan, that include: St. George’s World Heritage Site & St. David’s Island, The City of Hamilton, South Shore Area, Royal Navy Dockyard and Offshore.
The BDOT’s new “Bermuda – So Much More” campaign ads:
Chairman of the Bermuda Tourism Board Maxwell Burgess noted that the process undertaken to develop the campaign was done with the goal to develop an iconic and lasting brand for Bermuda.
“This is an extremely well thought-out campaign based on consumer profiling that helped us gain a deeper understanding of the Bermuda customer than ever before,” said Mr Burgess.
“We were able to fully define target segments for Bermuda’s best customer prospects and develop a campaign that is based on research and concept testing with representative consumers in our core geographic markets.”
According to Cindy Hale, President and Chief Creative Officer at Fuseideas, one of the most crucial groups in developing the campaign was the Bermudian people themselves.
“The idea behind ‘So Much More’ ultimately came from the citizens of Bermuda,” said Ms Hale. “Speaking to those involved on the front lines of the tourism industry – taxi drivers, hotel clerks, waiters and others, and conducting formal and non-formal interviews led us to understand there was a strong desire among Bermudians to tell a greater story about their home.”
Ms Hale described the thought behind “So Much More” as going beyond simply more to see and do, but describing the quintessential experience that defines Bermuda.
One of the BDOT’s new ads below, view all seven videos here::
“We think of it as the serendipitous moments that people experience here when interacting with Bermudians,” said Hale. “It’s the taxi driver who goes out of his way to show a visitor his favorite spot for great fish chowder, or the person on the street who stops to help a visitor find their way.
“These are the human moments and experiences that happen so frequently here and are what helps make this such an incredible destination with so much more to offer.”
Bermudian actors and models were utilized for the majority of images in the campaign. Minister Furbert noted with excitement that “Bermuda is Another World”, one of the most iconic and beloved of all Bermudian songs, will be utilized to help tell the island’s story.
Another of the BDOT’s new ads below, view all seven videos here:
“We are thrilled to incorporate ‘Bermuda is Another World’ into our campaign,” said the Minister. “This song is not only beloved here in Bermuda but does a better job than any other in describing the magic and beauty that is our island.”
The song is getting an updated rendition that Minister Furbert described as, “classic with a modern twist” using the voices of contemporary Bermudian singing stars Collie Buddz and Twanee Butterfield. Listen to the song here.
The “Bermuda – So Much More” campaign will utilize a diverse media mix, with an emphasis on television, print and online as well as radio and out-of-home in the U.S., Canada and Europe. The brand launch will also be completely integrated within all social media channels.
Beyond advertising, the new brand launch also includes a refresh of Bermuda Tourism’s websites, direct marketing via an E-Newsletter and Email blasts, new and updated collateral, and integration into public relations messaging.
“This new campaign marks the beginning of a new day for Bermuda tourism,” said Minister Furbert. “It is a day which will bring new demand for our destination, build national pride in what we have to offer, deliver impactful results and, of course, so much more.” View all our coverage of the new campaign here.
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Articles that link to this one:
- Photos: BDOT New Branding Launch Event | Bernews.com | August 16, 2012
- Videos: New BDOT Marketing Campaign Ads | Bernews.com | August 16, 2012
- Photos: New Bermuda Tourism Marketing Ads | Bernews.com | August 16, 2012