BTA Selects Advertising Agency: MMGY Global

March 10, 2015

The Bermuda Tourism Authority [BTA] has selected MMGY Global to be its advertising agency partner, saying that “there was avid interest from the agency world in vying for the Bermuda business.

The BTA said, “MMGY was selected after a thorough process that included the review of more than 20 written proposals and evaluation of five finalists that made in-person presentations.

“The field was very competitive and the pool of talent was impressive. Each finalist made the investment to visit and experience the island prior to the final pitches.

“MMGY Global is an integrated global marketing firm with more than 35 years of experience in travel, hospitality and entertainment industries.

“With offices in Kansas City, New York, Orlando, and Madrid, MMGY serves many of the world’s premier travel and tourism brands, including destination promotion boards, attractions, lodging, transportation and technology partners.

“MMGY provides comprehensive research, branding and measurement solutions as well as strategy and support in paid media, interactive development, mobile, social media, promotions, public relations and CRM. The agency is also the author of the widely acclaimed MMGY Global Portrait of American Travelers® and travelhorizons®.”

Victoria Isley, BTA’s Chief Sales & Marketing Officer shared, “It’s no secret the challenge Bermuda has to turn the tide of visitation and economic development through tourism. Our objective throughout this process was to surface the best partner to generate demand for travel to Bermuda and impact spending on-island.

“We sought a true partner that understood the challenges as well as the opportunities to make Bermuda stand out in today’s highly competitive global marketplace. The review panel was impressed with MMGY’s deep understanding of capturing the essence of a destination to ultimately drive demand and visitation. MMGY clearly demonstrated they will be a real team player with the BTA and Bermuda.”

MMGY CEO Clayton Reid said, “There are few destinations anywhere in the world that offer this combination of varied experiences with top echelon service and product. Bermuda is iconic and we are excited to help bring a new marketing ethos to how its brand connects with long-time aficionados as well as a new generation of travelers.”

The BTA said MMGY’s scope of work with the BTA will include:

  • Strategic, research-based creative strategy and recommendations
  • Direction and budgeting for capturing new creative assets and securing/editing existing assets to accompany recommended strategies and programs [dependent upon total budget and plan]
  • Development and production of results-driven creative [online, print, video, mobile, etc.] to support overall media strategy
  • Production of various creative concepts and delivery to media vehicles as required
  • Promotional planning and execution [speed to market is important]
  • Integration of appropriate research programs and analytical tools to measure and report on the impact of executed media strategies and tactics
  • Frequent and regular communication with in-house team and other partner agencies [social, public relations and global representation firms]
  • Media planning and buying

“Effective March 2015, MMGY begins a comprehensive onboarding process with BTA and a detailed transition process with Fuse Ideas, Bermuda’s advertising agency since April 2012. This marks the end of the contract agreement that was transferred to the BTA from the former Bermuda Department of Tourism,” the BTA said.

“When the Request for Proposal was posted publicly in November 2014 it was very specific about the BTA’s marketing vision, educating interested parties on the need for ‘an experience that is distinctly Bermudian throughout the entire year. We are not in search of a tagline, or just the next ad campaign.

“We are in search of a movement – a comprehensive creative rallying cry that inspires participation and engagement by all of Bermuda’s partners. Destinations succeed best when the Destination Marketing Organization, its travel industry partners and residents are active advocates and collaborators that help spread the word.”

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  1. somuchless says:

    If the MMGY is in place why is there a need to staff the NYC with BTA staff as there seems to be some overlap. Hmmmm.

    • Mockingjay says:

      It looks like we will be seeing Kite Boats here shortly as the Chairman/CEO of MMGY is an avid kite board enthusiast and kite boat developer (a specially made boat that is aided by a kite) .
      Fitting for the Americas Cup fiasco.
      Friends and Family ???????????????????????????

      • Purple Koolaid says:

        Mockingjay, it’s almost funny how desperate you are to find something negative to say about any statement not released by anyone else but the PLP. I say almost funny because a better word would be pathetic especially when you consider the scandals surrounding the department of Tourism during the PLP years and Global Hue! In case you missed it, Globalhue is a company run by Dr. Browns friend Don Coleman. Here is a clip from the Business Insider and another from CBS NEWS, a link to the entire story appears below.

        The context is this: A few years ago, when I worked for CBSNews.com, I wrote a series of stories questioning the way that Bermuda awarded and paid for its tourism advertising, handled at the time by Globalhue in Detroit. Bermuda’s auditor general found the government was overbilled by $1.8 million.

        If you read the story you will see that the PLP had their own Jetgate! Dr. Brown took a ride or two on Mr. Colemans private jet, and not only awarded them the contract but Why didn’t Bean kick and scream then????

        GlobalHue’s handling of the $13 million Bermuda Tourism account has been the subject of controversy ever since it emerged in an audit that the agency had overcharged Bermuda as much as $1.8 million, not returned discounts, and averaged 51 percent in media commissions on the business. (Industry averages are 10 percent or less.)

        Read more: http://www.businessinsider.com/bermudas-ewart-brown-globalhue-and-tourism-2013-5#ixzz3U2xuwvD2

        http://www.cbsnews.com/news/globalhues-weird-bermuda-ad-expenditures/

      • Voice of Reason says:

        Mockingjay,

        It is one thing to know your facts and make an allegation. It is completely another to just randomly spout libel and see what sticks. I see it as wrong, lazy, and irresponsible to just make claims without real proof of anything. Do your research before you start making accusations.

        • sound view says:

          And since when has that been a requirement in Bermuda? Oh,I get it; when criticizing the PLP say what you will but the other guys require proof. Clear.

    • Read the article:

      “The BTA said MMGY’s scope of work with the BTA will include:
      Strategic, research-based creative strategy and recommendations
      Direction and budgeting for capturing new creative assets and securing/editing existing assets to accompany recommended strategies and programs [dependent upon total budget and plan]
      Development and production of results-driven creative [online, print, video, mobile, etc.] to support overall media strategy. Production of various creative concepts and delivery to media vehicles as required
      Promotional planning and execution [speed to market is important]
      Integration of appropriate research programs and analytical tools to measure and report on the impact of executed media strategies and tactics
      Frequent and regular communication with in-house team and other partner agencies [social, public relations and global representation firms]
      Media planning and buying.”

      • More great news for Bermuda and Bermudians…

        “The Bermuda Tourism Authority is thrilled for Bermuda to be recognized by a travel brand like OUTSIDE,” said Bill Hanbury, chief executive officer of the Bermuda Tourism Authority. “From world-class sailing conditions to unparalleled reef and wreck diving to mountain biking our historic Railway Trail, Bermuda is perfectly suited for all types of adventure-seekers. Bermudians have known the thrill of their island for generations — now we’re excited for a new generation of travelers to jump into the island’s culture and experiences. “With a mild year-round climate located less than two hours from numerous East Coast cities, Bermuda has become a mecca for those seeking diverse adventure on land and water. Thrill-seekers cannot miss cliff jumping and cave diving; other visitors are enamoured with SUP yoga and snorkeling. Bermuda has also increasingly become a training destination for both amateur and professional athletes, with a series of races and competitions attracting entrants from around the world. The Island most recently won the distinction to be home to the 35th America’s Cup in 2017. Events begin on-island this year, with the Americas Cup World Series Racing Event from October 16 to 18.

  2. Huh says:

    On the face of it looks like a way better choice than Global Hue

    • LaVerne Furbert says:

      Why would you say that?

      • jt says:

        Do you believe GH provided good value for dollar?
        Do you believe they were reimbursed within normal industry standards?
        Do you believe they were the best company of those involved in the bidding process?

      • Coffee says:

        Key word ,’FACE.’

      • Build a Better Bermuda says:

        They are research driven and provide result measurements, what did we get from GH… lack of transparency to how money was being spent, where and with what results.
        Ultimately time will tell, but at least this company seems to understand that we have to target and compete in higher market than the Caribbean mass market, as we can not compete with their low wage fuelled low pricing. And ultimately it falls to us to provide that higher quality service and environment.

      • G@BDA says:

        MMGY has significant and varied experience in the travel, hospitality and tourism.

    • sound view says:

      And just what is it that makes them “look better” than Global Hue? Go ahead….say it…

      • Mockingjay says:

        Because Global Hue is a Black run entity, and some think the white man’s ice is colder.
        REAL TALK.

      • Sickofantz says:

        The most important thing an advertising agency has to understand is the Market. Ie who is the customer? Who is the high value customer. What is the customer value? How can we use this information to generate high value prospects?

  3. Chris Famous says:

    At the time global hue was in place we achieved record numbers

    Hmm

    • Ed Case says:

      Yes Chris, That’s because PLP hadn’t quite managed to ruin Bermuda yet – even though they’d been trying very hard for a number of years.

      We are now all paying for your party’s incompetence.

      PLP are basically clueless.

      • sound view says:

        And your guys are doing really well…..name one announcement that hasn’t had to be clarified or retracted in the last 30 days. The only thing we’re paying for now is the PLP’s failure to smash this system of ours that makes this unbelievably tone deaf selection possible and acceptable. Look at the leadership of this company….do they even look like the core markets we’re supposed be attracting?

        • serengeti says:

          Why don’t they ‘look like the core markets’?

          And what would that have to do with anything? You think an Ad agency has to ‘look like’ the market it’s attracting?

    • Creamy says:

      And yet Cox ditched them the minute she took over.

    • Onion says:

      They weren’t a record. Not even close.

      Check the numbers and stop making things up.

      • Lawry says:

        Exactly, well said. We all know why Global Hue was hired and promoting Bermuda was always secondary to the real motives. And Chris, the numbers did not go up or down significantly – in a period of an unprecedented Globak boom economy.

      • Build a Better Bermuda says:

        I checked the numbers, the highest I could find was in 1996 at 390,000, I couldn’t find records before 1995. In 2007 the highest we got since then it was 306,000, at a time when there was more disposable income in the global economy than in 1996.

        • serengeti says:

          Ewart characterized 2007′s numbers as ‘record numbers in this decade’ (i.e. since 2000), and then shortened the phrase to ‘record numbers’… and so the myth began.

          And now the PLP boast ‘record numbers’. But really, all that happened was that 2007 was a better year than at any other time while the PLP was in government. It wasn’t in any other respect a ‘record’ at all. It was just the highest number that the PLP managed.

      • Creamy says:

        That’s correct. That’s another PLP myth they love to trot out.

    • Build a Better Bermuda says:

      They were short of records and our visitor highs only came about when the global economic environment had a surplus of expendable monies. In the end they still tried to compete us in the same markets as Caribbean destination that could out price us. Weren’t there also question about them failing to produce receipts of how advertising monies were being spent and the lack of tendering for their contract and renewals.

  4. WhistleBlower says:

    How much will this contract cost the tax payers and how often will they employ Bermudian photographers?

  5. Scotty says:

    So what exactly does the Chief of Sales and Marketing do? Is she redundant now that we have ‘avid interest’ from a major marketing agency? Could a Minister, Mr. Dodwell and Mr Hanbury not select an agency? I am trying so hard to be supportive of this Authority but it is looking more and more like an extremely expensive ‘white elephant’ every day.

  6. mj says:

    MMGY already have ten jobs on their website from last year for partime bartenders, director of group sales, director of finance and other jobs including a stewarding shift leader…. why do they have these positions for Fairmont Southampton Princess, Bermuda on their website already?

    • Huh ? says:

      I just went looking and I couldn’t find any jobs being advertised – this is an advertising agency not an employment agency.

    • J Starling says:

      I believe Fairmont (global) is a client of theirs prior to them becoming a client of the BTA. Not that MMGY doesn’t have pre-existing connections with Bermuda though…

  7. MB says:

    Great news! And good riddance to Wayne Furbert’s Fuseideas and their poor unoriginal Bermuda So Much More campaign- it as the one reason why tourism numbers haven’t edged up at all.

    • Errin Butterfield says:

      Are you talking about the same Bermuda so much more campaign/slogan that is actually on the website of MMGY? Just asking. I guess they are using it until they come up with another campaign. “Bermuda So Much More” must meet some type of standard for MMGY to use it on their website under destinations. Just my opinion though.

    • somuchless says:

      Maybe they’ll use my name – so much less. Well it’s true. Visitor numbers are down, hotel beds are down, spending is down. Wait the only thing that is up is bill hanbury’ salary. Lol

      • :-( Sad yes, but true…

      • Purple Koolaid says:

        Just think of how much we have saved already!

        There was Global Hue.$1.8 million overpaid
        Faithbased Tourism Scandal
        Diaspora Tourism Flop
        Beyonce $4M Concert flop.

  8. Coffee says:

    There was avid interest from the agency world in vying for the Bermuda business . Yup , and they saw Mr.Hanbury coming from a mile away . I reckon MMGY will peel him like a banana !

  9. GREAT CHOICE….. Great clients.

    • Mockingjay says:

      Did you have the same sentiments with with Global Hue.

    • great choice? says:

      When was the last time you saw an ad for Europe.com, Cleveland, Sanibel island/Fort Meyers, or any of their other destinations? Did that ad grab your attention, or make you consider a vacation there? Having good clients doesn’t make an agency effective. Having great clients, who don’t have great advertising shows a poor advertising agency.