• by Karl Greenberg , June 3, 2010

Bermuda is targeting markets like Boston, Philadelphia, New York, Toronto and Baltimore with a summer marketing campaign that touts Bermuda's proximity. The island group, an overseas territory of Britain, is two hours by air from most cities on the Atlantic coast.

The ads also introduce a pink Bermuda shorts icon and use an image of a Bermudian pink-sand beach. Media includes TV, print and billboards running through October across high-volume locations throughout Boston, New York, New Jersey and Philadelphia. The effort includes large wrap-around bus advertisements in New York.

William Griffith, director of tourism for the Bermuda Department of Tourism, tells Marketing Daily that visitors to the territory represent a broad swath of ages and incomes. "Generally, our demographic consists of individuals ages 35-54 and ranges from various types of travelers, including our core market of couples as well as families and niche markets such as honeymooners, divers, golfers, etc."

He says the new effort, however, is focused on urbanites. "We're extremely focused on the New York market and cosmopolitan travelers from the East Coast overall," he says, adding that the effort also targets niche markets around golf, weddings, diving, tennis, and spas. "For example, our new partnership with Brides.com will raise awareness of Bermuda as an idyllic location for destination weddings and honeymoons with special focus on the New York City market," he says.

The Bermuda tourism organization is also targeting younger travelers via an advertising deal with the Boston Red Sox. "Also, our increased digital focus will attract a younger, technically savvy consumer. Through our partnership with the Boston Red Sox and highlighting of on-island events and activities such as snorkeling, tennis, International Race Week and the Bermuda Music Festival, we aim to draw active consumers of all ages." The TV ads are regional, but ads are also running nationally in newspapers and magazines. A promotion with CBS Radio in New York City, Philadelphia and Washington, D.C. has leading radio talent touting the island, and then airing radio programs from Bermuda in a series called "Meet the Bermudians," where the radio hosts interview locals, including business owners, scuba divers and fishermen.

Radio personalities broadcasting from the island include Boomer Esiason, and Dan Taylor from WCBS-FM in New York. The efforts include a call to action for listeners to book travel to the island. The radio campaign will include branded Web pages that feature highlights of the trips, giveaways and a photo gallery of the Bermudians interviewed.

The CBS Radio promotion will involve trip recaps provided by the radio personalities once they have arrived back at the studio. The effort in Toronto touts the island's proximity and promotes WestJet service to Bermuda with billboards, posters and transit shelters, video boards, Elevator News Networks and subway screens, in both English and French-Canadian.

The campaign includes a partnership with Condé Nast's Brides.com in New York touting Bermuda for weddings and honeymoons. Bermuda will be exclusive sponsor of the Brides.com home page for a day and the "Destination Weddings/Honeymoon" blog for one month. Bermuda advertisements will also run on a daily e-newsletter. When New York Mayor Mike Bloomberg declares an official "Brides.com Love Day" on June 21, a Bermuda-branded "Love Truck" will roll up outside Manhattan's City Hall.