26 Page Bermuda Feature In Delta Sky Magazine

December 1, 2014

A 26-page Bermuda profile, debuted in Delta Airline’s Sky magazine this month, is estimated to reach 5.5 million readers as they fly Delta during the busy holiday travel season, the Bermuda Tourism Authority said.

“The December 2014 Sky edition thoroughly examines Bermuda’s lure as a leisure, business and wedding destination. Editorial coverage touches on shopping, culture and culinary options around the island, while golf, fishing and flyboarding are among the activities featured,” the BTA said.

Screenshot #1 from the Sky magazine:

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“There are more than two-dozen local businesses profiled in the special profile – about 20 are advertisers, including the Bermuda Tourism Authority [BTA]. The insertion is part of the BTA’s new marketing strategy recently announced.”

“We are very pleased to see this idea come to life in such a vibrant way,” said Bill Hanbury, Chief Executive Officer of the Bermuda Tourism Authority. “We began working with Delta Airlines and tourism industry stakeholders on this opportunity back in August.”

Screenshot #2 from the Sky magazine:

1-Fullscreen capture 12012014 120513 PM

“We believe those who decided to participate will be very pleased with the final product. Even those not specifically highlighted in the profile stand to benefit from the five million airline passengers inspired to fly to Bermuda as a result of the magazine coverage.”

Sky had full editorial control on the feature, choosing to explore four of Bermuda’s tourism hubs: St. George & St. David’s Island, Hamilton, Dockyard and South Shore beaches. Visitor hubs were identified in the 2012 National Tourism Plan and are a focus of the BTA’s Product and Experiences team.

Screenshot #3 from the Sky magazine:

1-Fullscreen capture 12012014 121056 PM

Mr. Hanbury said: “The size and success of this feature is in direct correlation to the power of partnership. The interest and involvement of multiple Bermuda stakeholders and businesses resulted in such a large feature. It’s a marketing victory for the entire country and we are grateful for the support.”

Sky is free to Delta Airline passengers including non-commercial flyers on Delta Private Jets and in Sky Clubs around the world. It can also be read online here, with the Bermuda feature starting on page 113.

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Comments (16)

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  1. Justin says:

    Good to see where our money is going. Lord knows Global Hue didn’t do stuff like this with our money. Actually, I don’t even know what Global Hue did with our money!

  2. Sky Pilot says:

    I wonder how much that cost the Bermuda Tax Payers
    (DELTA don’t do anything free!).

    • Not exactly says:

      Well the BTA budget is published and it comes out of there. The BTA budget was less than the last BDOT budget. I am not sure what your complaint is exactly.

    • whatever says:

      It says that there were 20 advertisers from Bermuda, only one of which was the tourism authority. I would guess that means… not too much from the Bda taxpayers.

      Also, if Delta retained full editorial control, then presumably the whole spread would not be as expensive as a 26 page advertising supplement. Delta does have a vested interest in seeing people fly here!

      You can see the whole article here: http://msp.imirus.com/Mpowered/book/vds2014/i12/p114

    • Keith Stevens says:

      Probably less than bringing Beyonce who in the end only added to our deficit.

  3. Ride says:

    Well done, BTA! This most definitely well positioned advertising. Please follow-up with collecting data on where our visitors heard about Bermuda.


  4. MA$E says:

    all i see on flights these days are i pads,kindles,tables,laptops,in flight movies & TV.
    do people still read magazines on planes ?
    seems like a real late 90′s strategy.

    • PBanks says:

      The sheer volume published alone guarantees a fair bit of readership, even if it’s of the quick flick and toss variety. Plus, some magazines get extended shelf life on coffee tables, doctor’s offices… they’re not ancient relics of a bygone era just yet.

    • And so? says:

      The airlines wouldnt bother printing those magazines if they werent working for them. I read them as it takes up 20 minutes of any flight I am on.

    • Steve Davis says:

      I have every one of those items and when they tell me to turn them off for take off or landing. You bet I am reading the inflight mag. In addition when in flight lounges they are being glanced at and read by waiting passengers. You will be surprised how many read the free publication.

    • somuchless says:

      Yes the inflight mag is alive and well. Many peope read them.

    • filobedo21 says:

      Readers do.I don’t know about others, but I do. And I work the games and the crossword puzzles. And I am a techi too. lol

  5. MA$E says:

    you make a fair point.
    there is still much value to be gained from print ad campaigns.
    still feel like a page out of the 90′s tourism play book.

  6. Common cent$ says:

    The magazine don’t cost the taxpayers anything. The 20 Bermuda companies advertised in the spread payed for it- Sky probably took bids on 26 available pages that had a specific number of ad pages, columns, etc. the BTA then probably sold those ad pages to the business posted in the magazine to pay for the spread. Since it is a mon profit magazine or the airline- the cost is not as high as you would think to come to print. Cost nothin to the taxpayer and great coverage for this beautiful island. Things will get better