Bermuda all set to revive its lost glory as an eminent tourism destination

 Friday, August 27, 2021 


The Bermuda Tourism Authority (BTA), the official destination marketing organization of the said island has recently unveiled about a move to evaluate and reposition Bermuda’s brand. It has selected new partner agencies that would help in driving the post-pandemic recovery and has restored the relationships with two current partners. Boston-based Proverb, an agency focused on “building powerful brands and creating a more thoughtful world”, was nominated to carry on an all-inclusive data-informed brand study to help the next iteration of the Bermuda brand story for the international market of the island. MMGY Hills Balfour, which will service Bermuda’s UK and European market requirements, has been tapped to intensify the new brand messaging for the region. AAC, a local advertising agency, will act as the local support for the brand study led by Proverb.

Local and international requests for proposals worked behind the selection process. The brand study local selection committee was comprised of industry stakeholders, marketing, and brand experts. To quote Charles H. Jeffers II , BTA Chief Executive, “Our team understands the need to revisit the way our brand is presented to the world and has found partners who have demonstrated the requisite experience to execute on our objectives. We are focused on authenticity and telling our story in ways that truly reflect who we are and what we have to offer in ways that connect with our visitors across the world.” Jeffers continued, “Critical to our recovery as a destination is a fresh approach to how we engage not only our potential and returning visitors, but also our local stakeholders, community and Bermudians around the globe. And we envision Bermuda’s people and culture will be at the centre of our marketing efforts as we rebuild tourism. Our partners will help guide the brand direction and messaging using data gleaned.”

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