Situation:
In 2015, the Bermuda Tourism Authority realized the value proposition for the island was unclear. It had fallen off the radar and was no longer a part of the conversation when people were considering travel destinations. Working closely with the Bermuda Tourism Authority, it quickly became MMGY’s mission to find out why and to do something about it.
ACTION:
MMGY HEMISPHERESTM branding process helped uncover critical insights about the brand. The result was new brand messaging that embraces Bermuda’s mysterious allure, utilizing the concept of “Out Here” to help travelers connect to Bermuda’s amazing mix of people, cultures and one-of-a-kind mystique.
The new brand was introduced in television spots during the Oscars® as well as fully integrated into marketing efforts inclusive of newspaper, magazine, out-of-home, and digital and social media. All media ran in national and regional outlets and was targeted to specific traveler personas in Bermuda’s core feeder markets.
RESULTS:
In its first year, the campaign reached 53 percent of long-haul travelers in the ad markets selected, which translates into 11.7 million people, and contributed to a 15.5 percent increase YOY in U.S. travelers to Bermuda in 2016. And, after focused efforts to draw in a younger demographic, 83 percent of the increase was for travelers the age of 45.
In the first nine months after the campaign launch, the $1.3 million in media spend generated an ROI of $12.50 in visitor spending and $2.86 in taxes for each ad dollar spent.
The brand and our advertising efforts continue to drive interest, engagement and travel to Bermuda today. Overall, 2018 leisure air arrivals increased by 11.7 percent YOY and leisure spending has increased by 28 percent.