Gosling’s & BTA: “Selfie Yourself To Bermuda”

April 29, 2015

Gosling’s and the Bermuda Tourism Authority [BTA] said they are “collaborating to push the potential for North American consumers to purchase two of Bermuda’s greatest exports this summer – tourism and Gosling’s Rum.”

“Selfie Yourself to Bermuda,” is a multi-platform promotion that encourages customers to submit a picture of themselves “toasting Bermuda-style” for a chance to win a vacation for two to the island.

Gosling-Castle Partners President & CEO Malcolm Gosling said: “This collaboration is a win-win for Gosling’s and the Tourism Authority. We’re especially excited to incorporate the selfie craze into this promotion which speaks to digitally savvy consumers, especially young adults who make up our next generation of rum drinkers and Bermuda visitors.”

Beginning May 1, the partnership includes point-of-sale promotion in 750 U.S. retail stores, social integration, digital marketing and sweepstakes components.

A “Bermuda Mini Vacation Passport” hangtag [PDF] will drape the necks of 150,000 rum bottles touting Gosling’s drink recipes and teasing travel to the island. In addition to the recipe books, shelf talkers and other in-store marketing materials will encourage shoppers to enter the “Selfie Yourself” contest.

Goslings_SelfieYourself_6x4Entry_proof4

Victoria Isley, the BTA’s Chief Sales & Marketing Officer said: “By working together, we’re encouraging people to choose Gosling’s and Bermuda for summer refreshment. What could be a more refreshing way to celebrate Summer Fridays than with a proper Dark ‘n Stormy ® and a quick trip to Bermuda? ”

“To add even more impact, both will put the weight of their social channels and digital marketing behind the promotion. For example, the next BTA consumer e-newsletter will spread the word to nearly 250,000 consumers already interested in the Bermuda brand,” the BTA said.

“The contest runs from May 1 to July 31, 2015. Submissions will be collected through the Gosling’s website. Canadians can also participate in the contest. Entrants will be offered the opportunity to join the Tourism Authority’s newsletter database for future marketing opportunities.”

The cover of the Gosling’s Hangtag is below, and the full hangtag can be seen here [PDF].

Gosling's Hangtag 2014_FINAL-1

 

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Comments (16)

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  1. Raymond Ray says:

    What a great way of promoting Bermuda. Tell us, how many couples will be eligible?
    “Selfie Yourself to Bermuda,” is a multi-platform promotion that encourages customers to submit a picture of themselves “toasting Bermuda-style” for a chance to win a vacation for two to the island.

    • Raymond Ray says:

      Have you ever heard the expression, “If you do what you’ve always done, you’ll get what you’ve always gotten?”
      Somethings need to change. We can’t expect to get better results if we’re not willing to change how we are doing things. Forward progress requires growth / forward thinking.
      I believe B.T.A. are doing just that, thinking well ahead

      • RE Word says:

        The head at BTA is making $1000 a day that’s the only change I see.

  2. Jus' Wonderin' says:

    Goslings Black Seal rum is about as Bermudian as a hamburger is to America! False advertisement….

    • Spectator says:

      I agree with you bra…ain’t even made here just like none of the ingredients are either. Should be called Caribbean rum!

    • Triangle Drifter says:

      Just like the Gombeys. Nothing Bermudian about them but they sure rackked up some travel at our expense in the name of tourism.

      • Mockingjay says:

        The Gombey is just as Bermudian as Bermuda shorts, the difference is the Gombey has African connections and Bermuda shorts have European connections.
        Next.

      • logic says:

        Wish I could like this comment twice

  3. St. D says:

    BTA is thinking out of the box. Everywhere I travel I see Black Seal. This a fantastic idea.

  4. Great Ad Campaign? says:

    I live in the states but I grew up in Bermuda and love Black Seal. It is very Bermudian, no one in the Caribbean claims it as their’s, they all have their own rums. I’m looking at the Mini Vacation Passport and there is no mention of the selfie contest. On the back it does mention Bermuda hosting the 2017 America’s Cup and in small print has gotobermuda.com for vacation ideas. I love Bermuda and I love Black Seal but I had no idea that this was a marketing campaign for me to visit. I just thought it was a recipe book for 5 drinks using Black Seal. My guess is most non-Bermudian’s don’t know about the contest either so hopefully the competition is light and I win.

  5. Erica Parsons says:

    Actually “spectator” and “just wonderin”, every drop of black seal rum is blended in Bermuda. It is bottled abroad. If you want a tour and to meet the guy who’s been blending it for years, let me know. Thanks.

  6. Triangle Drifter says:

    Black Seal can be found on the shelves of liquor stores in the smallest of towns these days. A great Bermuda link.

    • KNS says:

      Yup, so true, weirdest place I’ve ever seen a bottle sometime back (1997 – 200_ was in a little blue shack-like liquor store in Ranger, Texas.

  7. sounds like what twisted tea without the raffle says:

    subtract the prize and its what twisted tea have bin.doin for some time

  8. To Jus Wondering and Spectator. Black Seal Rum is as Bermudian as it gets and Gosling’s is the oldest business in Bermuda and our rums are the largest export from the island. We blend all the rum here in Bermuda and we bottle the rum locally for domestic consumption. Once the blend is finished for export we ship it in a tank to Kentucky for bottling. Our facility on Elliot street cannot keep up with bottling all the rum for international demand. Please check your facts before commenting. We are working hard with the BTA to help bring back our tourism.

    Best regards,

    Andrew Holmes

    Gosling’s Export Brand Director

  9. mumbojumbo says:

    Well…your rather brave…that or your in a jovial mood…