BTA Welcomes ‘Top Influencers’ For Cup Match

July 29, 2022

The Bermuda Tourism Authority [BTA] said they “launched a major influencer and content partnership play” that brought “several top influencers to the island during Cup Match 2022.”

A spokesperson said, “Held every summer, Cup Match is Bermuda’s most exciting event of the year for Bermudians both local and abroad. Now, the rest of the world will see why.

“To promote the country’s deep cultural and historical roots to international audiences, the Bermuda Tourism Authority [BTA] has launched a major influencer and content partnership play that will bring several top influencers to the island during Cup Match 2022. The overarching aim of the project is to encourage more of the creative class to travel to — and bring business to — the island in the realms of film and photoshoot opportunities

“The BTA’s Cup Match influencer guests include:

  • Lenny S.: Lenny Santiago, widely known as Lenny S., is a renowned celebrity photographer with more than 600,000 Instagram followers, in addition to making waves as an innovative music executive with Roc Nation.
  • Dapper Lou: As comfortable with street style photography as with high fashion, Lougè Delcy [AKA Dapper Lou] brings together fashion, lifestyle, travel, and culture in his vibrant work.
  • Derrick Jones: A modern-day renaissance man, Derrick Jones [also known as D-Nice] has navigated the worlds of Hip-Hop, celebrity photography and art over the past 40 years, creating an impressive body of work and earning more than 3 million Instagram followers.
  • Gabriella Karefa-Johnson: A highly respected New York based stylist and global Vogue contributing editor, Gabriella Karefa-Johnson brings a new attitude to styling, creating unforgettable work that is energetic and opulent.
  • Chinyere Adogu: Also known as Chi, Chinyere Adogu is a New York based beauty queen, host, model, traveler, social media influencer whose powerful online presence has established her as a fashion idol and influencer.
  • Nyja Richardson: This NYC-based blogger and influencer gained a devoted following when she traveled the world with her young son, highlighting the power of travel as a transformative practice.

“BTA will leverage these new relationships to create valuable business development, film and photoshoot opportunities that will benefit Bermuda across multiple platforms. During their time on the island, the influencers will work alongside a select group of local content creators who will help them experience authentic Bermuda and Cup Match experiences. Moving forward, BTA plans to expand its partnerships with local content creators as new campaigns are rolled out in 2022 and beyond.

“In addition to enjoying classic Cup Match festivities, guests will enjoy Bermudian cuisine, a jet-skiing tour, a visit to the island’s natural attractions, the Bacchanal Run [a J’Ouvert-style event] and much more.”

“While here, our guests will have the chance to explore our dynamic island culture, soak in our British charm, revel in our Caribbean heritage and immerse in the Bermudian way of life,” said Tracey Berkeley, BTA Interim CEO. “These partnerships will solidify important relationships with influential content creators, as well as increase our engagement with local content creators.”

The BTA said, “Although Cup Match is full of celebration, BTA’s influencer guests will learn that these two days are so much more than cricket games, friendly rivalries, fresh seafood, and Crown & Anchor. As many take much needed time off, Bermudians rally in remembrance of the true origin of the holiday, Emancipation Day, which symbolizes one of the most significant moments in island history — the abolition of slavery in 1834.

“In keeping with Cup Match’s Emancipation Day roots, this year’s influencer and content partnerships represent the BTA’s delivery on the Bermuda National Tourism Plan’s ongoing efforts to encourage more Black travelers to visit the island. By bringing authentic and influential Black voices to the island during this important event, potential Black visitors will see Bermuda’s culture at its very best. BTA board member and innovative fashion industry icon Shiona Turini helped gather this group of influencers keeping those goals in mind.” divider line 2039852

For extensive coverage of Cup Match spanning over a decade, visit our website, the island’s most comprehensive resource on the Cup Match holiday.


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Comments (12)

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  1. Unbelievable says:

    Lol I’ve NEVER met or know anyone who has ever been “influenced” by a social media influencer. Jeez, what a waste of the BTA’s money.

  2. Dejavu says:

    Wow that’s embarrassing I’ve never seen a government entity openly say they are collaborating with social media influencers lol. Are they going to blog about the ridiculous prices or the daily violence? Of course not, they literally paid these nobody’s to promote bermuda in a fake way. This is an absolute joke lmao

  3. What was the cost? says:

    How do they measure their success? Sounds like another gimmick. The $800,000 studio guy and the influencer who was on the Board. Gimmick. You can’t make this up!!!!

  4. Ringmaster says:

    The BTA is a joke, just more tax payer funded parties in Tuckers Town. More photo ops and free benefits for the PLP elite. Love the BS “soak in our British charm, revel in our Caribbean heritage and immerse in the Bermudian way of life” The British charm has been destroyed for political purposes, and if you want authentic Caribbean heritage go South to its roots. Much more fun, less bureaucracy and cheaper, which is why we have a few hundred visitors and the islands have record numbers in the hundreds of thousands.

  5. LOL - the real one says:

    Interesting, I never heard of any of these people except D-Nice. What is the cost for all this? I love the term “influencer.” How much revenue have these “influencers” specifically generated for their clients in the black travel market? How many could find Bermuda on a map? Opps! Not to sound mean, but this reads like a NYC party invite list.

    There are Bermudians on the island and off, with similar skills looking for work that should always be the go-to first vendors of choice. Kind of admission by BTA that it has no talent in the marketing department. Wait, I forgot, BTA outsources pretty much everything from IT to Marketing.

  6. trufth says:

    What was the total cost to bring these folks here?

  7. James says:

    The BTA spending our money.
    Seriously this is the best they can come up with?
    Meanwhile I see classy adverts on tv for many other Islands.

  8. Ask jinks and hus buddies says:

    They influence people not to come. What a waste of money. Oh by the way how many people were influenced to come here. The bta is lost. Bermuda doomed with such continued nonsense.

  9. Rig says:

    So all the influencers, whatever they are – are black. Now I’m seeing this purely on dollars, 13% of the US are black, 86% of that 13% earn under 50k annually. And around 11% of those people live in the tri state area.

    So we are bringing these people in – targeting a black audience in the US, specifically black too, look at their profiles.

    And when it all adds up, we are targeting one quarter of 1% of the US here.

    Sorry but who at the BTA is running the numbers here? Or is this vote winning black appeasement by Burt?

    The BTA are a joke. This Government are the worst ever.

  10. Ringmaster says:

    What is really sad is that there is so much talent here in Bermuda, but ignored by the likes of the BTA/PLP. The BTA have no idea about marketing Bermuda, starting from the Chairman down. Just paid political lackies. These so called “influencers” are nothing more than people who apparently have got friends in the BTA. Just like the $2m for Beyonce, the $? for Global Hue, the $? to have the then Tourism Minister to go to India and China to encourage tourism. Who would take 2 days to get here and 2 days to get back when they have the Far East hot spots on their doorstep? More like tax payer funded trips for personal reasons.

  11. Sandgrownan says:

    Flailing around. Absolutely no clue what to do. This smacks of desperation.

  12. saud says:

    Which one didn’t bother to show up?