BTA Hires New PR Director & Marketing Manager

August 6, 2015

cailor8-5-2015[Updated] “The Bermuda Tourism Authority has named Tiffani Cailor, former Four Seasons Hotel New York head of PR, as its director of PR and content development,” according to a report in PRWeek.com.

The report said, “She is reporting to Victoria Isley, chief sales and marketing officer at the Bermuda Tourism Authority. Cailor said her experience in the hospitality industry will carry over to the new role in travel and tourism.

“It’s the same skill set; it’s being able to manage time in the most effective and strategic way,” told PR Week.

“Before working at the Four Seasons in New York, Cailor was director of PR at the Four Seasons Resort Costa Rica for four years, and she held the same position at other locations, as well, according to her LinkedIn profile. She was also regional PR director for Hotels and worked at Hyatt Hotels.”

Judging by her Twitter account, she appears to have been working for the BTA for a few weeks. Bernews asked the BTA for further information on this new hire earlier today, and we will update as able.

Update 1.53pm: The BTA has responded, confirming they hired Ms Cailor as as director of public relations and content development and she will be based in the NY office, and also hired Ebony Hester as marketing production manager.

Both are from overseas, so we asked the BTA if the positions were advertised, and the BTA said: “Both positions were advertised in Bermuda and abroad. The slate of short listed candidates for both positions included Bermudians and non-Bermudians, and the most qualified candidates were ultimately hired. BTA is committed to hiring Bermudians – nearly 90% of the BTA team is Bermudian.”

The BTA’s statement on Tiffani Cailor is below:

SAMSUNG CSCTiffani Cailor, a 26-year hospitality integrated communications specialist, joins Bermuda Tourism Authority [BTA] as director of public relations and content development after 18 years with Four Seasons Hotels and Resorts. In her new role, she leads global media relations and content for the BTA in the New York office.

“The Bermuda Tourism Authority recognizes the power of integrated storytelling in destination marketing today. We are delighted to welcome Tiffani into this new role to extend Bermuda’s reach as the island gears up to take the global stage with the 35th America’s Cup in 2017 presented by Louis Vuitton and the World Series this fall.

“Tiffani’s combination of luxury travel experience and extensive relationships with media and lifestyle influencers will be of direct benefit to Bermuda. It’s an incredibly inspiring time for Bermuda, with new development underway and a wave of Bermudian entrepreneurs infusing a fresh energy that is taking root on-island,” said Victoria Isley, Chief Sales & Marketing Officer for the BTA.

Recently, Cailor was head of public relations at Four Seasons Hotel New York, Four Seasons Hotels and Resorts’ flagship hotel of North America. As a lifestyle consumer expert, she built the hotel’s social media platforms and repositioned the hotel’s food and beverage program.

In addition, her significant contact base of international and national media and influencers allowed her to position the Ty Warner Penthouse as one of the world’s leading luxury suites. During her tenure at Four Seasons Hotels and Resorts she developed media relations strategies for both city hotels and resorts [including Costa Rica], directed all marketing communications and philanthropy efforts as well as managed all crisis communications.

Prior to working at Four Seasons Hotels and Resorts, Cailor held public relations director positions at Loews and Hyatt Hotels. In 2001, she opened Feinstein’s at The Regency, a cabaret room at The Loews Regency Hotel in Manhattan, where she was awarded the Loews Public Relations Director and Marketer of the Year for her efforts.

Ever since graduating from Miami University with a Bachelor’s of Arts Degree in Communications, she has volunteered on many charity boards raising funds to benefit those in need and plans on continuing to dedicate her time to raise awareness of Alzheimer’s disease.

“I am very honored to be representing the Bermuda Tourism Authority in this new role. Bermuda holds a special place in the heart of those it touches, and I, along with the team at the BTA, look forward to sharing stories about Bermuda’s charm as well as the beauty of its people,” said Tiffani Cailor.

The BTA’s statement on Ebony Hester is below:

EHester HeadshotEbony Hester, an experienced marketer who most recently worked with American Express, has joined the Bermuda Tourism Authority [BTA] as a marketing production manager.

Hester, known in the office as Ebby, has a wealth of experience in project management as well as direct and digital marketing. Her art direction work has met the highest standards in top tier publications like Travel + Leisure, Departures and a variety of Custom Publications.

“Ebby’s experience and enthusiasm will be great assets for Bermuda,” said Victoria Isley, chief sales and marketing at the BTA. “Her knowledge of production, project management, direct and digital marketing gained at American Express is already at work to increase speed-to-market and ultimately demand for Bermuda.”

Hester earned her Bachelors of Science in Marketing and Master of Science in International Communications from St. John’s University. Outside of work, Hester is actively involved in the community. She is a mentor for iMentor, an organization that builds mentoring relationships that empower students from low-income communities to graduate from high school and pursue higher education. She also volunteers regularly at City Harvest.

“I’m excited to be joining such a vibrant and accomplished team,” Ebby Hester said. “I’m looking forward to having the opportunity to create, support an implement the Bermuda Tourism Authority’s marketing strategy, which will help us enhance the position of Bermuda in the tourism market.”

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Comments (59)

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  1. Bermudian Mean Business says:

    another NON Bermudian doing a job that a local could do BETTER!
    Tired of seeing jobs going to non Bermudians.

    • SMH says:

      …and there it is! What took you so long?

    • claudio says:

      Question: How many Bermudians you know that applied for the post? Perhaps you should have sent the Bermudians you know who can do the job better to apply for the position.

    • openmind1609 says:

      Rubbishy and absurdly inflammatory statement. 90% of Bermuda’s tourists come from the good ole US of A. Why is it unsurprising that the New York based head of PR is an American? Who knows Americans better that an American?

      If this hiring was a scurrilous foreigner to run PR at “Bermuda Slate Roofing Co”, I would be screaming right alongside you. Nobody is more expert at Bermuda roofs than a Bermudian.
      But Director of PR for the BTA (whose role I assume would be to deal with the wide range of American companies that Bermuda Tourism engages with on a daily basis), is not one necessarily that a Bermudian IN NEW YORK may have been qualified, never mind readily available to do.

    • Zevon says:

      Well, that didn’t take long.
      Well done, you got your first $5 of the day.

    • Bermudian Mean Business says:

      Both are from overseas, so we asked the BTA if the positions were advertised, and the BTA said: “Both positions were advertised in Bermuda and abroad. The slate of short listed candidates for both positions included Bermudians and non-Bermudians, and the most qualified candidates were ultimately hired. BTA is committed to hiring Bermudians

      100% BULL$5!t.

      • Tried and tested says:

        Then why is the BTA 90% Bermudian?

      • somuchless says:

        And 90% of the ones who are working there know nothing about tourism. NOTHING.

        Hired for the pay

        • frank says:

          I think the BTA is the OBA’s way of messing with money
          just look at the wages just about everyone getting paid $100000 plus

    • Onion Juice says:

      Waiting to hear from Quinton Edness again, $23 million for a failing strategy, don’t forget to tell her where to get the best fish sandwich from.
      LMFAO

    • Bill says:

      I could not agree with you more.They probably know just about the same as the women that do the weather on TV when it comes to Bermuda.

      Zilch!

      Get Bermudians in here.

      • Expat says:

        Don’t you think they might be hired for their expertise in marketing for rich tourists?

        • Shakey Jake says:

          Does Bermuda have any other kind of tourists than rich ones??? The average American can’t afford to come here and receive the value they would in most other beach-y destinations.

    • nomoremoney says:

      so name somebody suitable.

  2. What went wrong says:

    Do these people spend ANY money on marketing? They seem to be rather… top heavy!

    • openmind1609 says:

      I believe their operating budget is available online somewhere. I recollect reading somewhere on Bernews that staffing costs are less than 25% of their total budget with the remaining 75% mostly deployed to advertising.

      Certainly doesn’t sound top heavy to me.

      Looking forward to being proved wrong though.

      • Tourism Advocate says:

        Actually, it’s better than that. Compensation at BTA is less than 20% of total budget. Typically 50% of the government’s budget is spent on compensation.

        Information was shared earlier this year

  3. watching says:

    More money being spent on high paid executives but when will we see results? I believe in the premise of the BTA but I am not sure we are getting value for money.

    • Tried and tested says:

      Tourism has been declining for 30 years prior to BTA.

      Going to take a lot longer than 16 months to change the image of our island.

      The biggest hindrance IMO is our expensive product and what tourists get in return for all that money.

      One thing i appreciate about the BTA is their financial commitment to local tourist ventures/entrepreneurs. Our whole product is in need of serious upgrades.

      • Onion Juice says:

        OK, I think you’ve had a bit TOO much, time for you to put it out and finish it off tomorrow.

      • Shakey Jake says:

        Yep, very expensive to have a good vacation here.

  4. Open mind and commonsense says:

    If less than 25% is spent on staff and one guy gets nearly half million…. The other “biggas” are getting a healthy paycheck… Plus the little soldiers are getting competitive salaries…. How much money do they really have??? Those “numbers” that they show us look good tho…lmao…some people would buy air.. If it was in a bottle with a “for sale” sign on it…lmao

    • Johnny says:

      The head of BTA actually only nets half of that after US taxes and therefore makes significantly less than most of the PS in Government, quite a few of which are useless.

    • Build a Better Bermuda says:

      Read the budget, they have been provided with less money than any year prior for at least a decade, yet they have still managed to help finance plenty of local entrepreneurs, the hugely successful carnival, an increase in cruise ships, a shift into social media marketing that we weren’t doing before, joint marketing ventures with airlines, initiatives for the lucrative business conferencing market… Given how new they are, they have already branched into more and newer areas than the BDOT ever did before. While the tangible cruise ship results can be forecasted more easily, the air results are unfortunately not so, so we will have to wait and see how the strategies pan out for the next 2 years, particularly in the field of the business conferencing.

    • Onion Juice says:

      They have $23 million to play with, plus ya boy got $100,000 for doing F!@#’s.

  5. Rocky says:

    More americans getting paid big bucks. I don’t understand why they don’t put locals in these post.

    She’s supposed to help sell bermuda but obviously aint even got a clue about bermuda.

    I remember that the BTA ready hired a marketing agency a few months ago. So why are they adding her. I wonder if she is friends of Bill cause we haven’t forgotten how Vicky got her job.

    • Johnny says:

      Why aren’t you angry about some of our overpaid ineffective civil servants?

    • Tried and tested says:

      Bermudians sold BDA for years under the BDOT an yet the tourists still didn’t come. We had umpteen BDA tourism ministers with some that even sang at baseball games and yet no results produced.

      I don’t know of any unemployed Bermudian marketing/PR experts.

      Do you think this lady, who does have a pretty impressive CV, had intimate knowldege of Costa Rica where she worked for one of the best known hotel brands?

      26 years in the business with 18 of these with the 4 Seasons means she has the know how and contacts in the industry. She didn’t last almost two decades with one of the mot recognisable brands by being incompetent. Who do you know with that type of resume that should have been appointed instead?

      And being an American will be a benefit as she is based in the NY office while doing her job.

      There’s a lot more to marketing/PR then simply knowing where the beaches are and so forth.

    • nomoremoney says:

      nothing like insiders trying to sink a ship, just keep poking holes…but remember, soon you’ll have to start swimming on your own.

  6. Eve says:

    Percentage of budget that goes to salaries means very little, it is the return on those salaries that counts. To date the BTA staff has not earned their salaries.

  7. Chris Famous says:

    Bonus ville

  8. Eve says:

    Do these ladies have any Bermuda experience or do we have wait for them to learn about Bermuda?

  9. ron,b says:

    wow, more foreigners i know young bermudians who have degrees in this field and cant get a job in that field,, its sickening, why is this ?

    • Shakey Jake says:

      But, do said young Bermudians have the chutzh-pa, drive and contacts?

  10. Quinton Berkley Butterfield says:

    Welcome to Bermuda Tiffani Cailor and Ebony Hester!!

  11. Rockfish#2 says:

    Just wondering.
    How many people are employed in the marketing dept of the BTA? Are they ALL actually needed?

  12. Eve says:

    Does either one of these ladies have Bermuda related experience or do we have to wait for them to learn about Bermuda so they can do their job??

  13. James says:

    Marketing has always been done out of the BTA NY office. Thus, tear appointments make sense.

    This woman was the director of PR at quite possibly the best hotel in the U.S. Good get, I say!

  14. Coffee says:

    Just in case you all are wondering , Georgia Marshall , the much revered OBA senator said it best , and here it is …. The Bermudians that applied for these positions applied accidentally , the people who actually got the jobs were chosen !

  15. Raymond Ray says:

    I can only smile after having read another ludicrous remark from one of the P.L.P. diehards, another anti One Bermuda Alliance Government supporters :-( Coincidentally, the O.B.A. will remain Government for the next several years. As for the P.L.P. some words of advice, “remember, as the tides recedes, the oceans floor becomes more and more exposed.”

    • Onion Juice says:

      And the U.B.P’s tide is receding drastically and the exposure is Deplorable.

    • Rockfish#1 and#2 says:

      Raymond Ray,
      Why do you describe anyone who disagrees with an OBA policy/decision as a PLP diehard?
      The BTA has been the target of criticism and close scrutiny since it was formed, and will continue to be, right up until the next election.
      Given the Government’s promise of transparency and accountability, the BTA fails the litmus test.
      It is NOT a private entity and should not be treated as such. Every cent it spends comes from us the taxpayer. Because of this, Hanbury seems to think he can surround himself with a large number of unnecessary overpaid staff who stumble over each other trying to justify their employment.
      Do your homework, and you will find many examples of several persons doing a job that should be done by one, assuming the staff are as good as advertised.
      Finally, please remember, the BTA is paid from the public purse!

      • Raymond Ray says:

        @ Rockfish#1 and#2: The B.T.A operate on an allotted budget…As for me describing certain,(not all)people as, “diehards” is because no-matter if right or wrong, they’ll support the Progressive Labour Party.

  16. frank says:

    OBA WILL NOT BE REELECTED UNDER ANY SO CALLED NAME

    • Onion Juice says:

      Fool the people once shame on you, fool the people twice they deserve it.

    • hmmm says:

      They will be reelected, the PLP are a mess, they are worse than when they were rightly kicked out.

      • PBanks says:

        Objectively speaking, next election is probably a toss-up. Where are the OBA going to win new seats? Can the OBA hold on to close regions like #2?

  17. Good luck …Godspeed…

  18. nomoremoney says:

    whats sad to see is that there are insiders making nasty comments. This is a gut feeling but I think there are some politically aligned people that dont care what damage they do to our most important industry. This industry will employ thousands if we want it to. But if we keep beating the crap out of it, it will deliver very little. We talk about hiring bermudians but less than 6 years ago, most if not all Bermudians looked down their nose at hospitality, Suddenly we should all be getting jobs with our new college degrees, no experience required? WTH.

    I Think i’m done reading the comments to news stories, because its the same hacks wrecking our country, a country that I call home, and am so proud of in so many ways, but cant understand how people will post all this crap for the whole world, and our potential visitors to see.

    • Shakey Jake says:

      Actually, International Business is our most important industry.

      How ’bout beating the crap out of the average price of a Bermuda vacation? That would be a good start to get people here.

  19. Rick Olson says:

    Numbers don’t lie give her a chance.

  20. michael says:

    I don’t think Bermudians will ever give up with the petty bickering. We get what we deserve. I am very sad to say that until we start working together we can expect more failure and lack of growth.

    • Raymond Ray says:

      In quoting former, Emporia Haile Selassie I, of Ethiopia: “Until the colour of a mans skin is of no-more significance than the colour of his eyes, there will be war etc.”

  21. Scotty says:

    Petty bickering?????. This whole BTA is a fiasco, another employee? Can no one handle a job they are hired to do, everyone needs an assistant? BTA needs to come clean now. What is Bermuda’s ROI to date. Calculate salaries, housing allowances, bonuses, travel expenses etc and compare it to business garnered to date. Do not include Americas CUp, this was negotiated and secured by Grant Gibbons and his astute team at a fraction of the expense of the BTA. Now they are piggybacking on the achievements of the Americas Cup. For what it’s worth having been in England the Portsmouth presentation was a debaucle since there was no back up plan for a rainy day and would you believe it rained that day in Portsmouth. You should have seen the scramble for a substitute venue.
    What we need is openness and transparency as to the goings on in the BTA. They are an expense to this country and therefore must be accountable in all they do. They have become an untouchable bureaucracy, similar to the DOT they replaced.

  22. stunned... says:

    no offense but i am getting weary with the parade of new hires, exam results etc. what excites me are news that air arrivals are on the uptick, we are receiving independent confirmation that the BTA’s marketing efforts are effective, that there is a ‘buzz’ about Bermuda which is converting into more visitors, among other things.