BTA Announces Collaboration With Oprah Daily
The Bermuda Tourism Authority announced a collaboration with Oprah Daily to feature Bermuda’s natural beauty and culture on the travel series Adventures with Gayle and Adam, which premiered on August 9, 2024.
A spokesperson said, “The Bermuda Tourism Authority [BTA] has announced the culmination of its collaboration with Oprah Daily, resulting in a featured segment on the popular travel series Adventures with Gayle and Adam [AGA]. The episode, which highlights Bermuda’s natural beauty, rich culture, and vibrant local experiences, is set to premiere on OprahDaily.com on August 9, 2024.
“The partnership led to its first international episode in which Oprah Daily’s Editor-at-Large, Gayle King, and Creative Director, Adam Glassman, explore Bermuda’s hidden gems, including the historic towne of St. George, Bermuda’s natural attractions, and a host of unique local experiences. The luxury resort Rosewood Tucker’s Point served as the host hotel for the pair.”
BTA Chief Executive Officer, Tracy Berkeley, explained how the initiative supports the BTA’s strategic objectives as outlined in the National Tourism Plan, “The team at Oprah Daily agreed to our pitch to host their show in Bermuda, and we couldn’t be more pleased. Not only is the show a great watch, it delivers on our approach to driving awareness and positioning a Bermuda vacation as one full of culture and memorable experiences. The data has shown that our target visitors are moved to action not just by the island’s beauty, but by Bermuda’s unique way of life. This ticks all the boxes.”
Key Highlights of the Bermuda Episode:
- UNESCO World Heritage Site: Gayle and Adam explored the historic towne of St. George, showcasing its cultural significance, personality, and charm.
- Eco-Friendly Adventures: The hosts navigated the island using eco-friendly Rugged Rental EVs, highlighting opportunities to experience Bermuda in sustainable ways.
- Crystal Caves: One of Bermuda’s most famous natural attractions was featured, emphasizing the island’s million-year-old geological marvels.
- Local Cuisine: A culinary journey included a visit to Mama Mia’s at a community social club in Crawl, where the hosts experienced the island’s iconic Bermuda Fish Sandwich.
- Bermuda’s Retail Therapy: The segment showcased local shopping experiences with Gayle shopping at new east-end boutique, Boho Couture, as well as a highlight on a perfume-making workshop.
- Beachside Yoga: Bermuda’s scenic coastline was highlighted through a beachside yoga session with Very Rare Yoga, a local yoga practice.
Tracy Berkeley, CEO of BTA, expressed enthusiasm about the partnership coming to fruition, stating, “We are excited to have collaborated with Oprah Daily to share Bermuda’s unique charm with a broad audience. Gayle and Adam’s ability to capture the essence of our destination is truly remarkable, and we believe this segment will inspire viewers to consider Bermuda as a top choice for their next vacation.”
Jamari Douglas, VP of Marketing, PR, and Communications at the Bermuda Tourism Authority, shared his personal excitement, stating, “Adventures with Gayle and Adam is an exceptional platform for us to highlight Bermuda’s diverse offerings, especially during our shoulder seasons. Personally, I have always admired Gayle King and dreamed of collaborating with her. Tracy and I had the pleasure of meeting Gayle and Oprah last December, which was a pivotal moment for us. This project has been over a year in the making, and we are thrilled to see it come to fruition. We look forward to seeing the impact of this exposure on our tourism efforts and showcasing Bermuda as a year-round destination.”
The spokesperson said, “Adventures with Gayle and Adam enjoys a strong following, and the Oprah Daily platform captures 2.8 million desktop views per month. This collaboration is expected to significantly boost Bermuda’s visibility as a premier travel destination in key markets.
“Watch Adventures with Gayle and Adam’s Bermuda segment on Oprah Daily.”
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Gayle and Adam? Who? Seriously, who? How much did their visit cost? How much “a year in the making” cost in BTA time, expenses, and salaries? Hmmm, BTA does not do project accounting so expect a comment about a huge ROI.
“The Oprah Daily platform captures 2.8 million desktop views per month.”
How many UNIQUE “desktop views” are for Gayle and Adam? Awww, shucks, that few… BTA forgot to ask!
In July, the Drudge Report recorded 1.47 BILLION page views. Where should BTA be spending money?