New Yorker Issue Features Bermuda Campaign
To capitalize on the 90th anniversary issue of the The New Yorker, the Bermuda Tourism Authority [BTA] partnered with the iconic magazine to shape a multipronged, multiplatform campaign including print, tablet, online, email, video and out of home concepts.
Inside the The New Yorker’s special commemorative double issue on newsstands now, a custom two-page spread appears called “90 Minutes to Proper Fun.”
The ad is inspired by the famous Saul Steinberg The New Yorker cover in 1976 called “View of the World from 9th Avenue.”
It plays off the proximity and relationship of New York and Bermuda as well as the 90-year anniversary and the 90-minute direct flight from New York to the island. Additionally, a related 30-second video ad of Bermuda will appear in New York City taxicabs over a seven day period next week.
Lisa Hughes, the publisher of The New Yorker shared, “Bermuda has been an advertising partner with The New Yorker since 1926.
“To mark our 90th anniversary, we were thrilled to work with the Bermuda Tourism Authority on this innovative, integrated campaign, featuring custom creative across all The New Yorker platforms: print, tablet, mobile, and the web.”
“The New Yorker released nine different covers of its magazine as part of the milestone celebration. The excitement surrounding this rare opportunity for advertisers is the subject of a story in AdWeek,” the BTA said.
“The New Yorker publisher Lisa Hughes is interviewed for the piece and Bermuda is mentioned alongside HSBC and Mexico – two other advertisers granted access to the magazine’s internal creative studio for this special 90th anniversary event.”
The 2-page spread featured in the New Yorker follows below [PDF here]
Bermuda does not look like that! Where are the trees?
Good initiative, but could have put together a better ad.
You obv don’t read the New Yorker. The ad fits the mag’s style. Good job.
Neither did Ewart, which is why he flushed a generational customer base of over 90 years down the toilet. Or could there have been some other motive?
Yes there was, I guess he felt Faith Based Tourism, Diaspora Trail, Beyoncé Concerts and Tiger Woods and PGA were the answers.
Well for spending $77 million of the taxpayers money , the Milkman better deliver .
What does this have to do with the milkman ?
It isn’t $77m. Just like it wasn’t 6,000 PRC’s. Amd just like there weren’t 100 buyers lined up to buy Grand Atlantic condos.
If you look closer you can see the friends and family interest free tent. Oh my bad it was a white whale.
Nice concept but sounds kinda boring, I guess that’s the kind of clientele they want to attract.
Well this is the magazine that portrayed Obama and his wife as terrorist on their July 21st, 2008 cover.
Go figure.
So I guess you’re one of those people that is against satirical free speech. Figures.
Je suis New Yorker.
I think you’d find that the New Yorker is very favorable to the Obamas and cover was in jest and making fun of the absurdity of the Fox news.
This is how the magazine portrayed the Obama election victory, it might alter your view on things.
http://www.bobstaake.com/nyer/drawgreflection2.jpg
That’s the first thing I thought! I was thinking there was something missing… Why does it look like a desert instead of a lush subtropical island? Where are all of our beautiful trees?? I think our lush vegetation is a huge selling point. Otherwise I like the style though.
Something is far better than nothin’
I think it’s “catchy” and it will benefit Bermuda and all of us in the short / long run
I guess it’s a consolation after Tent Gate.
Everytime you put the word “gate” after some manufactured point of faux outrage, you sound even more stupid.
Would have been way better with real photos of Bermuda – horrible ad!
As the article said, they were playing on the iconic The New Yorker cartoon styling, not a photoshoot. A real photo wouldn’t fit with the tribute they were playing with The New Yorker anniversary
Way past the comprehension of so many here. That is OK. They don’t buy the New Yorker either. Those who do will understand & that is who the advertising is aimed at. It really does not matter what we think of it. What is important is what the potential customers think.
Exactly!
Ya uppity ,Conservative Tea Partyers.
Well the CEO of B.T.A makes $1,000 a day so go figure.
You are so blinded by your own hatred. It is slowly eating away at your soul
Hard to eat at something that never existed.
Bermudians are closer to Republicans than they are to Democrats, yet they love Obama.
Bermudians actively fight against Socialised health care, inclusive human rights policies, social services.
They blindly follow their churches, are extremely racist and homophobic, and love the almighty dollar.
They are perfect tea party Republicans.
Way to play at some (erroneous) stereotypes there.
http://upload.wikimedia.org/wikipedia/en/4/4d/Steinberg_New_Yorker_Cover.png
this is the very famous New Yorker cover that this ad is based on.
Great initiative from the BTA! It is a pity the green lush vegetation is missing in the graphic as it makes Bermuda look like a desert. However on the whole good direction and thinking in teaming up with the New Yorker.
@ nicky. I was thinking the same thing about the missing greenery. It would have been nice. Looks like a pink desert. Even in this pictorial satire, I hope it doesn’t send too much of a literal message and turn off people.
Great work BTA – this exposure is priceless. Always amazed me the total lack of adverts I see for Bda when I travel to the States, particularly when you see all the ads for competing jurisdictions. The Norwegian Breakaway ad on the East Side dock in Manhattan is the only one I’ve seen, and that’s NCLs.
Also astonishes me the number of negative comments straight off the bat. Some people would complain about anything.
some people are too damn stupid to understand what a cartoon in the New Yorker looks like.
Whales in the Sound? How preposterous!
we have whales,lots of them,on land,open your eyes!
And car adds do all kinds of impossible things across out TV screens every night. But we don’t grumble about that now do we.
It is advertising. What would you like?
The whale is in the ocean between Bermuda and new york, or did you think those sky scrapers were Town?
I guess even a cartoon is too difficult to understand for some people.
Brilliant marketing , targeted for the right crowd and tasteful, well done
I guess its for the right crowd, wealthy pensioners waiting on Father Time to show up.
Go to the Caribbean for fun, excitement and pleasure.
What do you do for a living? You sound like you’re an expert in economics, marketing and tourism. Why were you not involved in the 14 years of terror? Oh wait, perhaps you were?
What a miserable, angry existence you must lead, you are church goer too? religious conservative probably?
Perfectly correct for a change. It is aimed at people who can afford a very expensive Bermuda & are not interested in a Six Flags with palm trees.
Very good Mockingjay.
Yup, and a very expensive Bermuda that the average working Bermudian cant afford to live in.
whos the “right crowd”?
Nice to see Scuba Diving got a good “mention” in the ad!!!
Boy, we really like to find something to moan about. Thank you New Yorker and BTA for this great Bermuda exposure. I think this special issue of the magazine will be one that people. Will keep or share with friends, getting our name out there!
I think this add is great.
this island is as boring as this ad,
things will get worst im sure
“things will get worst im sure”
Especially with crap like you living here.