BTA: Strategies ‘Paying Off In Editorial Coverage’
Bermuda Tourism Authority [BTA] said their public relations strategies are “paying off in editorial coverage that shines a brighter spotlight on Bermuda’s experiences and personality.”
“Between October and March, the BTA’s public relations team has generated significant buzz with 131 articles online and in print, including high profile cover stories,” the BTA said.
“Over that six-month period Bermuda has been on the cover of Conde Nast Traveler and Boston Globe Magazine; was named Outside Magazine’s Best Island; and received multi-page features from New York Magazine and Air Canada’s inflight magazine, enRoute.
The BTA’s Chief Sales & Marketing Officer Victoria Isley said: “It can take up to a year to go from pitch to publication with the big name magazines. Based on the work we started last summer, positive things are happening. Earned media is an important part of our overall marketing mix and the momentum we are seeing is also reflected in our paid media and social platform growth.
“We work with many on-island partners and personalities to showcase Bermuda through these influential outlets. We then share with stakeholders the results of working with us – and notify them about the overseas awareness we are building for Bermuda and for their individual businesses and experiences.”
The BTA added, “When the BTA generates editorial coverage for the island, each hotel, restaurant, tour operator or other partner included in the article receives an email from the Tourism Authority alerting them to the coverage.
“The coverage is also shared across BTA social media channels. Dozens of tourism industry stakeholders have been featured in the 100-plus articles since October of last year. Online there have been more than 360 million estimated impressions over that same time period.
“Story lines have featured a wide variety of Bermuda experiences from food culture and wreck diving to great golf and fashion inspired by the island.”
“Bermuda Tourism exposure has been essential to the growth of my brand internationally,” said Rebecca Hanson, creator of Bermuda TABS, the Bermuda shorts company.
“My product is very much tied to the success of Bermuda and the efforts the BTA have taken to promote the island have a positive knock on effect – raising awareness and demand for a product that is synonymous with Bermuda. I am very grateful for their help and support both as a Bermudian and as a local business owner.”
“The Tourism Authority has provided a phenomenal amount of support for our relatively new tourism business,” said Ashley Harris, whose company, Hidden Gems of Bermuda, provides the kind of unique experience visitors say they want. “
Hidden Gems has offered eco-excursions for less than two years but it’s clear: among locals and visitors, people know who we are and the unique product we offer. We are very grateful for the positive support we get from the BTA.”
On culinary, Art Mel’s Spicy Dicy has been a media darling. Celebrity chef Marcus Samuelsson told Forbes the Art Mel’s fish sandwich is “perfection”. Metro Canada’s travel writer Andrew Dobson said the eatery serves what many food and travel writers call “the world’s best fish sandwich”.
“The BTA hosts scores of journalists each year who come to Bermuda to review its travel offerings,” the BTA said. “Retailers, artists, restaurateurs, hoteliers, event promoters, excursion providers and many others have enjoyed editorial exposure facilitated through the BTA’s Sales & Marketing team.
“Turner PR is the public relations firm of record for the BTA. Hired in June of 2014, Turner aggressively pitches Bermuda to North American editorial decision makers inside and outside of the travel industry.
“While Turner has maintained the attention of Travel + Leisure, Conde Nast and Robb Report, it has also expanded the interest in Bermuda to young, active, urban readers who are more likely to prefer publications like Details, Elle Canada and Outside Magazine.
“Outside Magazine named Bermuda “Best Island” for adventure travelers and the BTA celebrated the recognition last month with a team cliff jump, a favorite activity of adventure travelers. That event capped a six-month stretch of public relations successes that began with Bermuda’s speedy recovery from Hurricanes Fay and Gonzalo.
“In the meantime, Bermuda finished on this month’s top ten list of Trip Advisor’s 2015 Travelers Choice Awards for the Caribbean region.
“Trip Advisor categorizes Bermuda as a Caribbean destination and weighs the reviews and opinions the country receives from users, compared with island destinations to the south. Trip Advisor, the world’s largest travel website, uses an algorithm to determine winners, taking into account the quantity and quality of reviews and ratings for hotels, restaurants and attractions gathered over a 12-month period.”
As someone who works in the PR business, I know how hard it can be to get articles in overseas publications, so the efforts that have gone into this should not be underestimated.
Still does not justify Hanbury getting $1000.00 a day in this economic climate !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
@ Mockingjay. Because that is what you pay for someone as qualified as him.
Like there are no qualified Bermudians to do the job, but give it to a Multi-Millionaire who doesn’t need the $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Friends and Family BS
Well done BTA!! Getting things done!
At the end of the day, all that matters is whether or not the BTA with all it’s ” expertise ” have been successful in increasing our arrival numbers.
We must not forget, the taxpayer is paying big bucks for this experiment.
I thought their budget was much less than BDOT?!?
It is. Much less. A $20.3 million reduction since 2007.
2015 — $25.3 million = $21.7 million (Gov Grant) + $3.6 million (Guest Fee, not from BDA taxpayers)
2014 — $26.5 million = $23.1 million (Gov Grant) + $3.4 million (Guest Fee, not from BDA taxpayers)
2013 — $31.5 million
2012 — $28.9 million
2011 — $28.7 million
2010 — $35.4 million
2009 — $31.9 million
2008 — $35.8 million
2007 — $42.0 million
You could argue the taxpayer is saving bug bucks on this experiment.
Oh goodness, @Tourism Advocate. There you go stating facts. That’s not going to sit well with MockingHimself and the other diehard surrogates
@Rockfish, this is really the indicator. The BTA is an attempt to use our tax money in a role more akin to the private business sector. Last year results were quite flat, especially in respect to air arrivals. The BTA should be judged by the results and any compensation based on the same.
I’m glad to see the increase in editorial coverage, but this needs to translate into sales, and the BTA knows this. If Hanbury and the BTA can should a significant rise in air arrivals, nights booked and average length of stay, year on year, then they should be compensated in line with that. As for last year’s results, I doubt that their variable pay was anything close to the 30% allowed.
Is our airlift increasing ?