BTA Wins Multiple Adrian Awards
[Updated with photo] The Bermuda Tourism Authority [BTA] has been recognized by HSMAI with multiple Adrian Awards for its outstanding travel marketing campaigns, highlighting its innovative approach to digital engagement, influencer partnerships, and experiential activations.
A spokesperson said, “The Bermuda Tourism Authority [BTA] continues its tradition of excellence in travel marketing with recognition from the Hospitality Sales & Marketing Association International [HSMAI].
“Selected as a winner from a field of 800 premium global travel brands, the BTA will receive two prestigious Best in Category awards at the upcoming Adrian Awards Celebration on February 18, 2025, at the New York Marriott Marquis. These awards include a Gold Adrian Award in the Digital and Social Media category and a Silver Adrian Award in the Public Relations & Communications Influencer Marketing category. These accolades underscore the BTA’s commitment to innovation, community, and best practices in tourism marketing.
“The Gold Best in Category Award celebrates Bermuda’s exceptional achievements in the digital and social media space. Bermuda’s social media channels achieved remarkable results in 2024, with 68.8 million impressions and 999,320 engagements by August 31, projecting annual totals of 91.7 million impressions and 1.33 million engagements—exceeding their ambitious goals. Key campaigns, such as partnerships with influencers Natalie Marshall and DeAndre Brown, contributed 41.7 million impressions and 451,200 engagements, while creative initiatives like the giant hourglass in New York City generated millions of impressions and amplified Bermuda’s presence on social platforms. These efforts highlight the BTA’s ability to connect with global audiences and position Bermuda as a must-visit destination.
“The Silver Best in Category Award recognizes the success of the Bermuda Summer Fridays Influencer Campaign. These public relations and communications initiatives leveraged influential voices to highlight Bermuda as a premier summer destination. The campaign’s innovative approach and strategic execution not only generated significant media coverage but also strengthened Bermuda’s reputation as a top-tier travel destination for a diverse audience.
“Additionally, the BTA won a Silver Adrian Award in the Integrated Campaign – Experiential Marketing category for the Proximity/JetBlue activation, which also received the distinguished designation of ‘Best of Category.’ The Proximity/JetBlue initiative was part of Bermuda’s marketing, collaborations, and public relations efforts to support the 25% increase in Bermuda’s airline capacity derived from newly established direct routes in 2024 compared with the year prior. This campaign was built over a year of collaboration with JetBlue and included fulfilling a partnership agreement from 2022 that supported Bermuda’s strategic goals. The activation took over Gansevoort Avenue outside the Apple Store on 14th Street, a high-pedestrian traffic area, effectively engaging travelers and showcasing Bermuda’s brand. JetBlue also offered a 1:1 match with marketing reach and spend, significantly amplifying the campaign’s impact and reach.”
“We are honoured to receive these Adrian Awards, which highlight the talent of our team in promoting Bermuda as a vibrant and inspiring destination,” said Tracy Berkeley, CEO at the Bermuda Tourism Authority, “From our VP of Marketing Jamari Douglas, to Kiwan Anderson who led the Summer Fridays activation, and Alana Wolffe who leads the social media programme to Tiara Webb who heads up our award-winning digital approach, these awards reflect our ability to adapt, innovate, and connect with travellers in meaningful ways, ultimately supporting the growth of Bermuda’s tourism economy.”
The spokesperson said, “This year’s theme, Wish You Were Here, highlights the stories of the memorable and successful travel marketing and public relations campaigns, ads, earned media programs, and experiential and digital experiences that inspired the notion that travel is about more than just the destination, cultivating a passion for the journey and memories collected along the way. The BTA’s award-winning entries demonstrate how effective marketing can transcend traditional boundaries, building a deeper connection between travellers and destinations.”
Jamari Douglas, VP Marketing, PR & Communications at the Bermuda Tourism Authority said, “Building meaningful partnerships and creating extraordinary experiences takes time, focus, and collaboration. These awards are a testament to the hard work and dedication of our team at the Bermuda Tourism Authority. We’ve remained steadfast in our commitment to crafting moments of surprise and delight that keep our consumers engaged with the Bermuda brand. The year-over-year growth in our arrival numbers demonstrates the success of this approach, proving that our strategy is resonating. By investing in areas where we see the greatest potential for ROI, we ensure that Bermuda remains a compelling and unforgettable destination for travelers worldwide.”
“The Adrian Awards honours the creativity and vision that drives our industry forward, shining a spotlight on the marketing and communication leaders whose outstanding work truly inspires people to embrace travel and create unforgettable memories in the journey,” said Brian Hicks, president and CEO of HSMAI.
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These will look great on the office walls, but where are the visitors? Where are the awards for increasing visitor numbers? The BTA is totally inept when it comes to doing what they are paid to do.