Bermuda Featured In J.McLaughlin Campaign

April 10, 2018

American clothier J.McLaughlin selected Bermuda as the backdrop to shoot its latest spring fashion collection, and their campaign will incorporate other Bermuda-themed aspects, including a series of Dark ‘n Stormy happy hour events and a BTA sweepstakes.

According to the BTA, their 48-page catalogue will be distributed to about 700,000 customers beginning this week, complemented by a behind-the-scenes video shared on social media and currently running in the window of their Upper East Side New York City flagship women’s store.

“The photography, video and copy from J.McLaughlin’s fashion shoot show off the timeless beauty of Bermuda as a platform for promoting luxury brands,” said Bermuda Tourism Authority Chief Sales and Marketing Officer Victoria Isley.

“The Bermuda Tourism Authority team was proud to support the local production team as well as the team at J.McLaughlin to make its first-ever catalogue shoot outside of the United States smooth and successful. It’s gratifying to see Bermuda and her stories included on the brand’s website, it’s social media channels and in the catalogue.”

The catalogue, featuring J.McLaughlin models, tells stories of Bermuda in words and pictures.

The clothier says it was partly inspired by the island’s 17th Century motto: “we happily allowed the fates of fashion to transport us all over the island from the historic town of St. George to the cosmopolitan capital city of Hamilton, and the glamourous Coral Beach & Tennis Club.”

It also includes a recipe for rum swizzle within its pages. J.McLaughlin co-founder Kevin McLaughlin, 65, has a history of traveling to Bermuda and has fond memories of his connection to the tropical island life and cultures.

Bermudian photographer Meredith Andrews worked with J.McLaughlin on the fashion shoot and provided local knowledge and experience of the island. She will also share her photography through a social media takeover of J.McLaughlin’s Instagram channel.

“Bermuda is breathtakingly photogenic and it was a joy to capture that beauty while working with a brand like J.McLaughlin,” said Meredith Andrews of Meredith Andrews Photography. “I’m looking forward to the Instagram takeover – exposing my work and Bermuda to new followers on social media.”

The BTA said, “In-store activities in the United States will accompany the new catalogue rollout including a series of Dark ‘n Stormy happy hour events in partnership with Goslings and a Bermuda Tourism Authority sweepstakes that will be promoted in 130 stores nationwide.

“The happy hours will take place in April and May at stores from Charleston to Boston and a collection of other stores on the east coast. To participate in the sweepstakes consumers must answer ‘Why Bermuda?’ for the weekend.

“The consumer contest is a promotion of Bermuda Summer Fridays, a campaign that has been a travel driver for the island since 2016. The Bermuda Summer Fridays grand prize includes airfare and a three-night stay at Coral Beach & Tennis Club.

Meantime, Luxury Gifts Bermuda owner Miranda Conway saw the shoot as a new business opportunity for her stores. She took the initiative to reach out to the brand proactively, and as a result will be selling J.McLaughlin apparel at her Rosewood Bermuda retail store.

“J.McLaughlin and Bermuda have connections both old and new so we’re delighted about offering this classic American brand. For many reasons, it’s a great fit for our customers at Luxury Gifts,” Ms Conway said.

The J.McLaughlin catalogue follows below [PDF here]:

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