Tourism Authority Select CWW Canada Agency

January 3, 2018

The Bermuda Tourism Authority [BTA] announced they have selected Connect WorldWide Canada [CWW Canada] as their “new integrated Public Relations, Tourism Trade Marketing and Business Groups representation agency in Canada.”

CWW Canada will launch an integrated marketing campaign called #OutHere365 to highlight Bermuda’s year-round attractions and tourism promotions, the BTA said.

“We are excited for the opportunity to work with CWW Canada, a well-respected and innovative leader in the industry in Bermuda’s second largest international market,” said Victoria Isley, Chief Sales and Marketing Officer, Bermuda Tourism Authority.

“Following on an increase in Canadian visitation to Bermuda in 2017, we are excited to launch this new partnership and are confident that CWW’s creativity will excite more and more Canadians to visit Bermuda.”

“We are honoured to work with the team at the Bermuda Tourism Authority,” says Charmaine Singh, President, CWW Canada. “We are thrilled to have the opportunity to tell Bermuda’s story and showcase her unparalleled adventure and island life.”

Bermuda is easily accessible to Canadians with direct flights under three hours from both Air Canada and WestJet through Toronto’s Pearson International Airport.

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Comments (10)

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  1. Pondering says:

    Maybe we’ll see the Halifax flight back on??

    • Kevin Dallas says:

      I agree that would be great to see – as well as increased service out of Toronto. Both priorities for both the BTA and Skyport – the challenge is talked an airline into it, but the Skyport folks have some good new ideas on that front.

  2. Casey says:

    Better than Global Hue lmfao…

  3. Archer says:

    Can someone tell me why we need to hire a PR agency? Isn’t that the tourism authority just outsourcing their own job? Genuine question.

    • Fred says:

      You are correct. BTA outsources much of their workload.

    • Kevin Dallas says:

      I should point out that CWW isn’t just a PR agency; they’re also going to support us with marketing, travel trade, and b2b business opportunities.

      But your question about PR is a good one. The BTA has a PR team of 2 FTEs (and one is currently a vacancy). The team sets the strategy, manages the message / produces the content, and provides the on island elements of the support we provide to journalists working on Bermuda projects (both solicited and unsolicited). Last year we assisted (to varying degrees) more than 1,000 journalists.

      We rely on in market experts for help with getting our message out. In this case, CWW have personal relationships with many of the journalists and titles we would like to reach, and country specific knowledge about Canada that we simply don’t have in house, and would be cost prohibitive to hire full time.

      We recently benchmarked the BTA vs other comparable Destination Management Organisations and found that while the average DMO spends about a third of their budget on salaries, while the BTA spends 18% of ours. That’s evidence that we operate on a ruthlessly lean central cost model to make sure that the overwhelming majority of our income goes straight into promoting Bermuda.

      Hope that helps. If you have more questions, would be happy for you to come in and meet the team one day – just give us a call!

  4. Whistling Frog says:

    This has become old and money thrown to the wind.This organization has gotten fat throwing booz parties and events catered to their friends overseas.
    It’s time the government gets a grip on these tax dollars which has no significant value in returns.

  5. thumper says:

    Aren’t they a bit self serving by nature?

  6. cromwell says:

    The BTA is still the Bermuda Tourism policy agent funded by Government but was on the path to becoming privatized until the recent PLP election victory. The milking of the peoples milk (event to the Canadians) will continue until the cash cow can give no more.