Bermuda Culture Featured In ‘Modern Luxury’

May 10, 2019 | 6 Comments

“Readers of Modern Luxury in 16 markets are getting a taste of Bermuda’s cultural side in a new multi-platform marketing partnership between the Bermuda Tourism Authority and the American publisher,” the BTA said today.

“A fashion photo shoot for the magazine’s print and online editions, shows off some of the island’s finest cultural treasures like Chapel Lane and Unfinished Church in the Town of St George, a UNESCO World Heritage Site,” the BTA said.

“The models are also seen dancing with Bermuda Gombeys at Spanish Point—not only in the magazine coverage but in a slick behind-the-scenes video as well, which features Bermuda-produced music. Highlighting these cultural aspects of the island are designed to capture the imaginations of experience enthusiasts, a target visitor segment of the Bermuda Tourism Authority.

Modern Luxury cover in Atlanta May 2019 (1)

“While the photoshoot appeared in more than a dozen cities across the United States in April, May and June issues, Bermuda images were chosen for the covers of the magazine in Atlanta, Washington, D.C. and California markets. This is useful toward the National Tourism Plan goal to grow leisure air arrivals, including African-American travellers.”

Modern Luxury cover in Atlanta May 2019 (2)

“This content will resonate with all experience enthusiasts, African-Americans included,” said Glenn Jones, chief experience development officer at the Bermuda Tourism Authority.

“Our research shows black travellers in our target segments are most often a sub-set of experience enthusiasts which, from a marketing perspective, means the cultural aspects of Bermuda are the right lever for luring this audience.

Modern Luxury cover in Atlanta May 2019 (3)

“With the images, video, and music, our marketing team guided Modern Luxury to a cultural sweet spot with this partnership, especially in Atlanta and Washington, D.C. where there are high numbers of African-Americans that fit our target consumer profile.”

According to the BTA, of the 16 cities where the content will appear, the following are defined as focus or nurture cities in the National Tourism Plan: Atlanta, Boston, Chicago, Dallas, New York City, Philadelphia, San Francisco and Washington, D.C.

Modern Luxury cover in Atlanta May 2019 (4)

“In addition to the magazine and video content, the Modern Luxury partnership extends to social media, email marketing and native articles on the publisher’s websites. Content built around Bermuda Summer Fridays, destination weddings and a girls’ getaway weekends are also planned. Event integrations are also in the works in key feeder markets,” the BTA said.

click here banner Bermuda tourism

Share via email

Read More About

Category: All, Entertainment, News

Comments (6)

Trackback URL | Comments RSS Feed

  1. Eve says:

    Attractive couple on the cover but nothing gives us a hint the couple is in Bermuda. It takes more!

  2. Concerned citizen says:

    These ain’t bermudians how tf can u have models from a different country representing a bermudian culture shame u ppl bermudian b such beautiful ppl y use ppl from a different country

    • question says:

      They’re models representing American tourists visiting Bermuda. That’s the whole point.

    • Face palm says:

      Model agencies have contracted models publicist stylist, managers etc etc. Its a multi billion dollar business. Not some talent pool where they pick a pretty face. It’s a lot more behind the scenes then the face value approach your taking it as. Life like your spelling is not so simple.

    • Fact Checker says:

      The story of this fashion shoot is that they’re on vacation in Bermuda. So OF COURSE the models are from somewhere else… all tourists are!
      And don’t skip over this part: the music in the video was written and performed by a Bermudian and I saw Bermudians I recognize working on the fashion shoot. Must be exhausting to dig past the good in order to find something to hate.

      • Therealcushevans says:

        Nice to see the Island getting its credit. Would be nice if us artists/musicians get ours thanks!
        Cush Evans X Milk & Money -Come to Soca

Leave a Reply