Tourism Dept. Partners With New York Yankees

May 2, 2013

The Bermuda Department of Tourism [BDOT] has formed a sponsorship partnership with the New York Yankees baseball team.

The sponsorship agreement between Bermuda and the Yankees, who boast 27 World Series championships, allows Bermuda to reach a new audience of baseball fans in the Island’s biggest target market.

Highlights of the partnership include: full-page Bermuda ads integrated with editorial in Yankees publications and advertisements on in-stadium TVs during game action.

Today the Minister of Tourism Development and Transport Shawn Crockwell said, “The Bermuda Department of Tourism is very excited to partner with one of the premiere sports organizations in the world.

“We have found sports sponsorships to be an effective marketing tool and, while our investment with the Yankees is smaller in size and scope than past agreements with teams such as the New York Mets and Boston Red Sox, we feel the multi-platform level of integration and the fact that this is the most recognizable franchise in North America makes this a relationship that we expect to be equally successful.

“We look forward to continuing and growing this partnership by showing Yankees fans everywhere that Bermuda is a destination with so much more to offer, including easy accessibility from New York City.”

Earlier this year Yankees all-star outfielder Curtis Granderson participated in a three-day visit to Bermuda.

Yankees Magazine will feature Granderson’s visit in the upcoming May issue. A full-page color Bermuda ad also appeared in the Table of Contents section of the 2012 American League Division Series Playoff Issue of Yankees Magazine.

On May 1, the New York Yankees hosted Minister Crockwell and VIP guests of the BDOT as the team faced off against the Houston Astros.

In attendance was William Griffith, Director of Tourism as well as invited influencers from media outlets including Worth magazine, Travel Alliance publications, CBS Altitude Group and Black Enterprise and high-end travel agencies including Frosch Travel, Valerie Wilson Travel and American Express. In addition, senior executives from Starwood Hotels and JetBlue Airways joined the group.

Bermuda’s guests received a private tour of the famed Yankees Museum and Monument Park prior to the game as well as an in-game welcome message on the stadium’s jumbotron.

Bermuda is prominently featured in New York Yankees official publications with two sets of full-page color ads that are scheduled to run through the end of the 2013 season. The ads will appear in each issue of the monthly Yankees Magazine from March through October.

There is also a full-page color ad in the 2013 New York Yankees official game program, which is sold at the stadium on game day.

Yankees in-stadium televisions will feature color Bermuda Tourism advertisements during 17 home games spanning from May 29 – June 27. The ads, each 30 seconds in length, will appear as “L-Wrapper” advertisements on the stadium’s 134 high-definition TVs during game action on the concourse levels and at stadium restaurants, bars and lounges.

With each ad appearing no less than four times per game on every screen, the Bermuda ads will be featured a minimum of 536 times at each Yankees home game, a total of 9,112 mentions during the scheduled time.

Additionally, Bermuda Tourism brochures will be distributed in Playmakers Media’s 20 total luxury suites to attendees throughout the 2013 season.

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Category: All, News, Politics

Comments (26)

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  1. Nuffin but da Truth says:


    baseball hats would sell/work well.

  2. Family Man says:

    More trips for the boys to watch the games. Nada for Bermuda.

    The more things change ….

    • oh....... yeah says:

      nada for Bermuda? very naive

  3. js says:

    is the minister on the stop list

  4. Same old same old says:

    Replace Ewart Brown with Shawn Crockwell and Boston Red Sox with New York Yankees and I think I’ve seen this movie before…

    • Serious Though says:

      That’s why the Minister retained, Dr, Brown people, oh well , same broom ….

      • Navin Johnson says:

        Wonder if he gets to sing and make a fool of himself like his predecessor ?

  5. Same says:

    This the same thing the PLP did. Crockwell do you have any new ideas to show us?????????? Where are all the OBA ideas?

    • Clive Spate says:

      Apart from the fact that the NY Yankees are the third biggest sports franchise in the world (behind only Man United and Dallas Cowboys) according to Forbes magazine.

      “while our investment with the Yankees is smaller in size and scope than past agreements with teams such as the New York Mets and Boston Red Sox”

      Also suggests that although a similar idea less is being spent on it than under the last government.

      • Same BS different Capt says:

        Ok so the investment is smaller with the Yankees, that means the Yankees are doing less advertising then previous teams. We all know you pay for what you get. Didn’t we tell you this was a waste of money last time. This will not get people here. Lower the airfare and hotel rates. That’s the only way moving forward. I traveled from Bda to JFK for $400 the flight is about 1 ½ hours. 3 days later I traveled from JFK to LAX for $450 that flight was 5 plus hours. Do the math! It’s not about location it’s price…………it’s always about price.

        • Same Capt Your BS says:

          The government can’t just say lower your seats and rates, etc. It’s up to the airlines you dumba$$! As the cost of oil/gas rises, better yet the demand for oil and precious commodities like so, everything will go up, and because of who, US! It doesn’t matter how long the flight is either, its about international territories, licences, taxes, etc when traveling overseas and along international flight paths.

          • Same BS different Capt says:

            Your mom didn’t call me that last night when I paid her after taxes.

          • Joe says:

            Its actually up to the Govt you “dumba#s.” Look it up before you make yourself look like a buffoon.

          • pickle juice says:

            your a dumb*ss….Govt charges ridiculous “landing fees” which drive the costs up a considerable amount….do your research

        • Clive Spate says:

          I agree with the hotel rates. I went on and for two nights at surfside it was $600. The equivalent in Barbados is about $250. Don’t get me started on some of our premium hotels (Pink Beach Club $1500 and is a tired old place).

  6. DarkSideOfTheMoon says:

    I would like to remind everyone about the promise of a tourism authority and the trips that were taken to destinations that didn’t have authorities but where traveled to for “research” by the minister and the consultant hired to investigate said tourism authorities that didn’t exist

  7. Changes says:

    The more things change the more they stay the same

  8. Spittal pond skink says:

    Not the Yankees any one but the Yankees!! The Sox are a much better partner especially without Ewart ‘s involvement…

  9. Raymond Ray says:

    Oh man! it was a pleasure to get up and tune into such a professional promotional ad about how much Bermuda is :-)
    Thanks, and my cap goes off to whomever may have had a part of this “Bermudaful” advertisement…

  10. Serious Though says:

    OBA promised a tourism authority to market the country , not Dr Brown play book again!

  11. Hmmmmm says:

    Crock !! Look out my brother they’re turning on you just as we predicted. They don’t want you on those planes, in that VIP box, sipping that champers and in those sharp suits. Didn’t you pay attention during the campaign !!? This is just hilarious. I can’t think what’s more ridiculous:

    1. Crock doing EXACTLY what Doc and the PLP did;
    2. The core OBA supporters turning on their golden boy;
    3. The obvious hypocrisy of the “de-politicization” of tourism as promised in the campaign by the OBA; or
    4. The fact that its still the Minister taking the lead in everything in spite of the promise that an OBA Minister of Tourism would step away from this stuff.

    Add this to the list of broken promises in so short a period of time. OBA spin machine activate………

    • JMad says:

      Who is turning on Mr. Crockwell?

      And the Government has stated several times that it will take 6 months to get the Tourism Authority up and running. Just read any of the articles regarding the establishment of the TA.

      Do you suggest that we stop all tourism efforts until then?

      • Hmmmmm says:

        Oh ok. The point is, since December 17th 2012 this now constitutes “a tourism effort”. Before then it was a junket, a boondoggle, a waste of money….get the drift? Please tell me how this identical event is now a “tourism effort” ? Just what has changed? Mike Charles said it perfectly on “Let’s Talk” the other night. Before the election education was “in crisis” and “standards were low”; “teachers weren’t up to scratch” and CedarBridge was “not producing”. Magically, Anthony Francis as CedarBridge Chairman for a month emerges and calls it ” a centre of excellence”. WTF changed ? Do you guys think we don’t listen from month to month and from week to week…..

        • JMad says:

          Did you really expect the Chairman of Cedarbridge to say that the scool is a failure along with its students? And his comment was in reference to teh potential in the school as opposed to its overall performance. But I digress can you show me where Mr. Francis stated any of the negative remarks prior to the election? Just because some others said it was (and I agree with them) you cannot attribute those remarks to someone else.

          Personally, I feel that the secondary schools are in crisis and have been for quite sometime and no change in Government has altered my perception. Just look at last year’s GCSE results and you will see how bad it actually is. I mean 28% pass their GCSE’s and Dame Smith had the gall to state that the “public school system is thriving!?”

          Anyways, you will not see any good in this Government, no matter what they do, the same way that others will see no good that occurred during the PLP’s reign (which I don’t agree with). So no real point in having a conversation as you will simply talk at me (as others do to you).

          Have a Bermudaful weekend and don’t let politicians or politics get you down as there is much more to life:)

  12. confused says:

    I am sorry i just dont get it – if you look at the comments on Tripadvisor about Bermuda almost without exception the comments are that the guests to our island tended to like their trip but it was too expensive – how does spending 1000′s (i assume) of dollars to put Bermuda up during a baseball game help that problem? Surely offering tourists a reduction on the cost of their air tickets or room rates is a better way to spend money than this? The problem simply isnt being addressed!!!

  13. street wise says:

    Certainly not “outside the box” thinking by the OBA!… but what do you expect from a dumb politician who insists on micro-managing Tourism himself?! Sound familiar…??

    Nevertheless, IMHO, it was a great plug for Bda by Mr Granderson!