Bermuda Culture Featured In ‘Modern Luxury’
“Readers of Modern Luxury in 16 markets are getting a taste of Bermuda’s cultural side in a new multi-platform marketing partnership between the Bermuda Tourism Authority and the American publisher,” the BTA said today.
“A fashion photo shoot for the magazine’s print and online editions, shows off some of the island’s finest cultural treasures like Chapel Lane and Unfinished Church in the Town of St George, a UNESCO World Heritage Site,” the BTA said.
“The models are also seen dancing with Bermuda Gombeys at Spanish Point—not only in the magazine coverage but in a slick behind-the-scenes video as well, which features Bermuda-produced music. Highlighting these cultural aspects of the island are designed to capture the imaginations of experience enthusiasts, a target visitor segment of the Bermuda Tourism Authority.
“While the photoshoot appeared in more than a dozen cities across the United States in April, May and June issues, Bermuda images were chosen for the covers of the magazine in Atlanta, Washington, D.C. and California markets. This is useful toward the National Tourism Plan goal to grow leisure air arrivals, including African-American travellers.”
“This content will resonate with all experience enthusiasts, African-Americans included,” said Glenn Jones, chief experience development officer at the Bermuda Tourism Authority.
“Our research shows black travellers in our target segments are most often a sub-set of experience enthusiasts which, from a marketing perspective, means the cultural aspects of Bermuda are the right lever for luring this audience.
“With the images, video, and music, our marketing team guided Modern Luxury to a cultural sweet spot with this partnership, especially in Atlanta and Washington, D.C. where there are high numbers of African-Americans that fit our target consumer profile.”
According to the BTA, of the 16 cities where the content will appear, the following are defined as focus or nurture cities in the National Tourism Plan: Atlanta, Boston, Chicago, Dallas, New York City, Philadelphia, San Francisco and Washington, D.C.
“In addition to the magazine and video content, the Modern Luxury partnership extends to social media, email marketing and native articles on the publisher’s websites. Content built around Bermuda Summer Fridays, destination weddings and a girls’ getaway weekends are also planned. Event integrations are also in the works in key feeder markets,” the BTA said.
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Attractive couple on the cover but nothing gives us a hint the couple is in Bermuda. It takes more!
These ain’t bermudians how tf can u have models from a different country representing a bermudian culture shame u ppl bermudian b such beautiful ppl y use ppl from a different country
They’re models representing American tourists visiting Bermuda. That’s the whole point.
Model agencies have contracted models publicist stylist, managers etc etc. Its a multi billion dollar business. Not some talent pool where they pick a pretty face. It’s a lot more behind the scenes then the face value approach your taking it as. Life like your spelling is not so simple.
The story of this fashion shoot is that they’re on vacation in Bermuda. So OF COURSE the models are from somewhere else… all tourists are!
And don’t skip over this part: the music in the video was written and performed by a Bermudian and I saw Bermudians I recognize working on the fashion shoot. Must be exhausting to dig past the good in order to find something to hate.
Nice to see the Island getting its credit. Would be nice if us artists/musicians get ours thanks!
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