[Updated] The Bermuda Tourism Authority [BTA] has become an Official Partner of the 35th America’s Cup, which they said ”will significantly boost the island’s tourism effort over the two years of America’s Cup racing around the world during the “Race to Bermuda”, where the final weeks of America’s Cup competition will be held in May / June of 2017.”
“The Bermuda Tourism Authority’s strength as a sales and marketing organisation was evident during the bid process and its efforts were a significant contributing factor to Bermuda coming out on top,” said Harvey Schiller, Commercial Commissioner of the America’s Cup.
“We are pleased to work in partnership with the BTA over the next two years to help reach a new generation of travellers and grow the tourism economy in Bermuda.”
“The America’s Cup Event Authority [ACEA] is engaging the next generation of sailing enthusiasts with its powerful foiling boats, while at the same time the BTA is reaching a generation of travellers focused on adventure and experiential travel,” said BTA CEO Bill Hanbury.
“The target audiences are perfectly aligned. We were thrilled to launch the #RacetoBermuda in Portsmouth last month and look forward to building greater momentum on the way to 2017 and beyond.”
“Sailing is foundational to Bermuda’s heritage and hospitality is core to its people. Both attributes will be exhibited to America’s Cup fans the world over as a result of the official partnership,” the announcement said.
“The official partnership agreement includes prominent branding and activation space at each America’s Cup venue in 2015, 2016 and 2017, as well as commercial airtime promoting Bermuda on U.S. TV broadcasts on NBC Sports of the America’s Cup in 2017.
“Additional partnership benefits for marketing Bermuda will be realised on the AC35 website, app and on social media. BTA has plans to work with other ACEA brand partners to leverage exposure and increase demand.”
Mr Hanbury said: “The previous America’s Cup was broadcast to over 200 territories worldwide and we are already seeing better distribution this time around. We are pleased to have secured significant exposure for Bermuda on the international broadcasts for every event in 2015, 2016 and 2017 for the ‘Race to Bermuda’”.
“We are also pursuing new opportunities over the next two years with other ACEA partners, to increase exposure and leverage our investment for Bermuda. We execute in lockstep because we know by working together we can maximize the benefits for all.”
Update 4.08pm: The Bermuda Tourism Authority has released a statement, which follows in full below:
The Bermuda Tourism Authority [BTA] is launching integrated partnerships and promotions around the world to introduce a wider audience to the island via a partnership with the 35th America’s Cup 2017, presented by Louis Vuitton.
The global effort, called “Race to Bermuda”, started 23-26 July with the Louis Vuitton America’s Cup “Innovative brand partnerships will be the hallmark of our ‘Race to Bermuda’ strategy,” said Victoria Isley, chief sales and marketing officer of the BTA.
“Through existing partners like Gosling’s to new ones like British clothier Henri Lloyd, the BTA will link premium lifestyle brands with the Bermuda story to get new audiences dreaming about travel to the island.
“Meantime, on social media, we launched #RaceToBermuda last month in Portsmouth. We will use this platform to engage with an even wider audience about Bermuda’s travel story.”
In the lead up to Portsmouth’s huge celebration of sailing, the BTA worked with its partners to harness the excitement by engaging UK consumers. Cup enthusiasts were exposed to Bermuda’s heritage and style, invigorating experiences, stunning locations, welcoming local culture and authentic island lifestyle.
Combining a variety of travel trade and fashion brand partnerships, direct to consumer campaigns, charity support, media initiatives and social media campaigns, the BTA continues to showcase the destination and its unique selling points.
Preliminary initiatives of the multi-year campaign include Bermuda in Portsmouth; Interactive stand at LVACWS in Portsmouth.
As home of the 35th America’s Cup in 2017, Bermuda will also host the Louis Vuitton America’s Cup World Series event in October of this year. It was logical for Bermuda to have a footprint at the Portsmouth event to promote the island as an active holiday destination and for the events in October and 2017.
The experiential stand, located in the Fanzone area of the Portsmouth event, included an Instagram image wall, interactive iPad game, touch screen technology, rolling video and a fun green screen set-up with the photos produced being shown on the large CCTV screens around the event to wish the teams good luck [and e-mailed to the participants to share on social media].
The objective is to reach consumers with Bermuda’s key messages, their sailing heritage and involvement in the Cup.
Gosling’s rum provides the main ingredient for Bermuda’s national drink, the Dark ‘n Stormy®, which is being introduced to America’s Cup fans everywhere during two years of international events.
Gosling’s has been named the Official Rum and Official Ginger Beer of the 35th America’s Cup, which includes two years of Louis Vuitton America’s Cup World Series events, building up to the final races. As an Official Partner of the America’s Cup, all of Gosling’s unique products will be available at official America’s Cup events and functions around the world, beginning with the Louis Vuitton America’s Cup World Series Portsmouth, on the south coast of England, where the BTA teamed up to produce co-branded bars, including a Dark ‘n Stormy® Roof Bar.
The organisers of the America’s Cup World Series in Portsmouth turned to the BTA for an initiative to encourage spectators to join the festivities in Portsmouth and Bermuda. A Bermuda competition in the Times + will offer online subscribers [400,000+] a four-day holiday for two to watch the Louis Vuitton America’s Cup World Series Bermuda event in October.
The Bermuda Tourism Authority hosted a media round-table including Superyachts.com and Tatler magazine at the opening of the Ben Ainslie Racing Headquarters.
Key media were invited by the BTA to a media briefing by the Land Rover BAR team in Portsmouth. Tatler and Superyachts.com were afforded the opportunity of a round-table discussion with Sir Ben Ainslie. On 20 July, Tatler published the article online, marking the start of an on-going relationship with the magazine on a range of features and advertorial opportunities.
Tour Operator Networking
TravelMole, one of the largest online travel trade news websites invited leading tour operators to a Bermuda-sponsored regatta on the waters of The Solent in Portsmouth. This networking event treated important travel trade partners to a full day of Bermudian hospitality both on and off the water.
The Princess Royal and the sailing establishment kicked off the week in Portsmouth at the ASSF Gala dinner, with the highlight of the auction being a trip to Bermuda for the World Series events in October, donated by the BTA and Elbow Beach Hotel. Over £6000 was raised for the charity, from the donation of The 1851 Trust is a UK-based sailing charity which aims to inspire and engage a new generation through sailing and the marine industry.
The Duchess of Cambridge is the official patron of the Trust which is The BTA, the Reefs Hotel & Club and Sir Ben Ainslie’s Land Rover BAR ran an initiative to encourage text donations to the charity and entrants had a chance of winning a five-day trip for two to Bermuda for the Louis Vuitton America’s Cup World Series event.
The competition generated extensive exposure around the city of Portsmouth. It was promoted across a range of channels including outdoor, print, online and social, in the build up to the Portsmouth event, and on outdoor screens during the event.
Fashion, sailing and travel – perfect combination
Fashion house Henri Lloyd and the BTA have teamed up this summer to marry fashion and travel through a promotional partnership. Bermuda will be on display through Henri Lloyd stores, online promotion, activation in the Portsmouth event Fanzone, as well as at the Clipper Round the World Yacht event in London’s St Katherine’s Docks on 30 August 2015.
In return, Henri Lloyd is offering their customers the opportunity to win an exclusive trip of a lifetime to the home of the 35th America’s Cup – Bermuda. The incredible prize includes two return economy flights from London Gatwick to Bermuda, five nights’ accommodation at the Cambridge Beaches Resort & Spa, a sailing excursion and a Henri Lloyd holiday wardrobe worth £500.
As previously announced, the BTA is promoting awareness of and visitation to the 35th America’s Cup in Bermuda via setback video advertising aboard Delta Airlines. Ten million impressions are expected as a Meantime, Du Jour has completed a photo shoot in Bermuda capturing the lifestyle of Bermuda through the eyes of Team Oracle USA, now a fabric of the local community.
More initiatives are expected to develop as the BTA works to leverage the America’s Cup official partnership – an opportunity that aligns perfectly with the island’s heritage, profile, spirit and future.