BTA Becomes Official Partner Of America’s Cup

August 6, 2015

[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.

Other Initiatives

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.

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  1. Terry says:

    Next up………

    Cup Gate.

  2. What’s that ole sayin’ “It’s not always who you know, but more-so who knows you that can lead to success.”
    Thanks to the Bermuda Tourism Authority [B.T.A.] which has become an Official Partner of the 35th America’s Cup,

    • So who did you expect, Scientist.
      Thanks to the Bermuda taxpayers who forked out $77 Million for the sailboat race and $23 Million to B.T.A. friends and family gift club.

  3. What went wrong says:

    So we are paying MORE money the Billionaires for what exactly?

    Seems like the BTA are trying to give the Ewart Brown years a run for their money. Spending like drunken sailors.

    How was this not part of the original agreement?

    • More like, “how can we lose.” “Additional partnership benefits for marketing Bermuda will be realised on the AC35 website, app and on social media. B.T.A. 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.”

    • Zevon says:

      Er, no. We’re paying no more money to anyone. Re-read the article.

    • Build a Better Bermuda says:

      How are they spending like drunken sailors, unlike the BDOT model, they are given an annual budget and have to work with it, if they are able to find ways to raise even use, then they will have more money to use, but they cannot go back to the government for more money. When it was the BDOT, if they overspent, they just went to the government coffers for more, this is not the case with a privatized authority.

  4. Richard says:

    The jury is still out on this. What we do know however is (1) Bermuda paid $75,000,000.00 for the right to host the event (2) And since the BTA’s inception, our tourism arrivals have not improved.
    Until we see a significant bounce from their efforts, let’s just say that they are the masters of spin!

    • Zevon says:

      Bermuda did not pay $75m to host the event. That’s a PLP myth. Saying it again and again won’t make it true.

      • just the beginning. says:

        You are absolutely right we didn’t pay 75 million. . We paid 77 million. …

        • Zevon says:

          You and Richard need to work out what your story is. You’re being paid good money to write this stuff.

      • Richard says:

        I stand corrected. Apparently it is actually $52,000,000.00

        I repeat–until we see real heads in beds with real revenue generation , this is merely spin.

        • Zevon says:

          Nobody paid $52m “for the right to host the event”. That’s just total rubbish.
          You’re not earning your $5 per comment, writing drivel like this.

    • Build a Better Bermuda says:

      An opposition myth that is repeated time and again in an attempt to make it true, but ignoring the truth of it. First, we did not pay $75m to host the AC, that is the expected cost for us to host it, and to date only $11m-$15m has been allocated out so far. That money will not be going to the event only, as that budgetary figure includes the cost of infrastructure upgrading, which the creation of land, the redevelopment of the dockyard buildings… It will also include marketing and hosting the event, but when you look at what is being spent where, the vast majority of what is being budgeted for is going back into Bermuda and Bermudian companies where possible, which means that at least around a good 3/4′s of that will be inward investment. Additionally, it is not expected that all of that $75m is going to be sourced from Government coffers, as they will be sourcing sponsorship revenues as well. So at this time, nobody has paid out $75m for the America’s Cup, and repeating it over and over again will not magically make it true.

      • Thanks for clarifying that for them who are lead by the nose. It’s a crying shame that no-matter how much it’s shown to them they tend to believe untruths…Sad yes but true :-(

    • Don Burgess says:

      It’s actually $52 million with an additional $25 million if official sponsorship figures don’t reach that total.

      The ACEA have already signed TV deals with NBC in the US, Canal+ in France, BT Sport in the UK, China Central Television, Sport TV in Portugal.

      In addition Louis Vuitton has signed on as title sponsor again. In San Francisco that sponsorship was originally $10 million, but asked for a $3 million refund because only three teams took part (they were entitled to $1 million off for each team less than six that took part). If the terms are the same, that’s a big chunk of that $25 million.

      Bremont has already signed off as an official Timing partner, which should also be big money. Bermudian companies like Gosling’s, Hamilton Princess have also signed sponsorship deals.

      BMW is also onboard. The BMW logo will be visible on turning marks on the race course, on the boat, the wingsail, and the team gear of Oracle Team USA, as well as on the stern plate of competitor yachts.

      There are probably others that I am unaware of, or more to sign on, but it’s mostly likely that Bermuda does not have to worry about paying into that $25 million sponsorship guarantee.

    • And don’t forget Hanbury’s $100,000 bonus for jumping off a cliff.

  5. Open mind and commonsense says:

    One guys salary is nearly half million… The other biggas have a healthy paycheck… The little soldiers have a competitive salary…. And “less than 25%” is spent in salaries… Lmao…plus 75M, on “winning” the event…how much (no) money do these people have access to???

    • Coffee says:

      That guy that’s making nearly half a million actually works no harder or achieves no more than the average guy who works for Works And Engineering .

  6. Terry says:

    Regardless of the comments above from Raymond et al.

    Bermuda gets plenty of word of mouth and news/tourist stuff out there.

    It’s too damn expensive to come here.

    Why the hell you think cruisers fill them ships or drive to Disney for $50.

    It’s over folks.

  7. Rhonda says:

    translation…the public purse will be footing even more of the liabilities, just under a different ledger…….

  8. Exqlg says:

    You guys.. keep your head in the sand…
    Trolls all…
    Let’s get cracking Bermuda! !!

  9. Bill says:

    You are all getting away from the real facts.

    The America’s Cup final is won by the first to win 7 races.

    2 races a day…….you do the math.

    It could very well, and probably will be finished in 3-4 days.

    Then back to normal!

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