BTA’s ‘Tourism Forward’: Brand Identity

April 1, 2016

[Part of the Bermuda Tourism Authority's 'Tourism Forward' series]

The Bermuda Tourism Authority [BTA] wants visitors to know Bermuda is set apart by its location, way of life and a certain mystique. These characteristics are woven into Bermuda’s brand messaging going forward. Much of it is already happening.

It’s the end result of many months of consultation with a cross-section of people in Bermuda, inside and outside of the tourism industry. The BTA’s Sales & Marketing team posed a series of questions to the people they spoke with. For example: What do you feel is the true Bermuda? What do you feel is very Bermudian? What’s so special about Bermuda?

PR Project Manager Jill Dill said: “Through that inquiry various themes started to come to the top that we could consolidate into some kind of profile, or character or quality of Bermuda.”

In November 2015, while the brand identity work was still in progress the BTA, along with its advertising agency MMGY, shared an update with industry stakeholders at the annual tourism summit.

“From there, a brand identity was finalised and began rolling out in the first quarter of this year. Advertising, signage and other marketing elements are emerging gradually through the course of 2016.

Ms Dill said: “Our logo mark or word mark is different, but that’s not the complete story. It’s in our language, how we will copy write, how we will refer to Bermuda – as a she, but with all the personalities that Bermuda has. Those things will be conveyed in voice, in copy, even in the attitude of the voice that we choose to speak.”

Watch the Tourism Forward video series online at the BTA’s Vimeo channel. Tourism Forward also airs on cable on Channel 82.

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Comments (11)

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  1. Jennifer says:

    The new branding is fantastic!! It’s sharp, engaging, fresh, and it’s relevant. Well done.

    • Tourism numbers down and Hanbury gets a $80,000 bonus on top off his $1000,00 a day pay.
      F!@#ing PATHETIC

  2. Rhonda says:

    When will the BTA become self funding,

    • FYI says:

      Just an FYI any country that derives a good portion of its GDP from tourism has a government funded department or organization (known as a destination marketing organization) in charge of the overall logistics of the industry. So the BTA will always be partially government funded. They do also receive a money from a hotel tax.

      Another thing their budget is millions of dollars less than what the previous Department of Tourism used to receive and they are doing a much better job with far less funding. Yet people still complain.

      • @ FYI. I agree, millions of dollars less! The vast majority of Opposition supporters have difficulty conceiving this and accepting “any changes” :-(

        • Tourism Advocate says:

          Actually the budget is down $20 million from the 2006 budget number ten years ago.

          By the way, you could argue the BTA is already self funded. If the government took the hotel occupancy tax, visitor airport departure tax and guest fee and combined that tax revenue to re-invest in tourism it would fully cover the BTA with a surplus left over.
          So if by self-funded you mean using the revenue the BTA generates to pay for itself, well that is already happening.

          • @Raymond Ray, you sound like SpongeBob, like people dont get, you dond understand and money dont grow on trees.
            And this is the same Dreamer who “made a mistake on Land Tax.
            Good thing for the Opposition to point it out.
            Dummy !!!!!!!!!!!!!

      • Mirror, mirror... says:

        Just out of curiosity, where’s the evidence that “they are doing a far better job” ?

        • FYI says:

          Perhaps you should do some research. If you go on their website and look at their monthly reports you’ll find that arrivals are up in comparison to this same time last year. Visitor spending is also up. The BTA has also aided in the creation of many sporting events that attract large numbers of visitors to the island in the off season and these events are only expected to grow year after year. Also the number of cruise ship arrivals are also up by a large number. Don’t believe me? Do your own research.

  3. sage says:

    Oh real sharp: Mystic, a person who seeks by contemplation and self-surrender to obtain unity with or absorption into the Deity or the absolute, or who believes in the spiritual apprehension of truths that are beyond the intellect. Who is this then?

  4. JUNK YARD DOG says:

    Put Mr Hanbury on a percentage commission and then may be we will see some results.

    1 ) Reduce the cost of the experience, we are not competitive.

    2 ) Give him the position of encouraging investors to come here to develop hotel and guest house properties .

    3) He can first identify suitable available hotel sights to offer.

    3a ) Like the entire south shore, beaches included,starting with Warwick camp property with a golf course and club near by.

    Problem! Do we have enough people available to service the properties ?

    You can not play chess with out a chess board and chess men.