Bermuda Department of Tourism

The Brief

• To celebrate Bermuda’s 400th Anniversary, generate strong media coverage within the consumer and trade media and driving sales

Rooster’s Solution

• Rooster executed a combined consumer and trade campaign encouraging UK consumers to visit the island and join in with the 400th Anniversary celebrations. The campaign led with the key messages that Bermuda is only a 6.5 hour flight from the UK and the island is Britain’s oldest colony
• Rooster developed Bermuda’s messaging to fully communicate the destination’s welcoming culture
• We attracted key titles – with particular focus on the national newspapers - by co-ordinating individual and group press trips
• We organised one-to-one interviews with the Bermuda Premier and leading broadcast outlets during his visit to the UK to promote the Anniversary
• Highlighting the Queen’s visit to the island in November 2009 across all the media

 Campaign Highlights

• Rooster secured double-page features in The Times, The Independent and The Mail on Sunday
• Destination features were also secured in the Daily Mail, Cosmopolitan magazine and BA Highlife
• One-to-one interviews were secured for the Premier of Bermuda with Bloomberg, Sky News, TTG, Travel Weekly, CNN, CNBC and BBC World News
• Widespread coverage surrounding the Queen’s visit was secured in national, regional and consumer titles

Key Learnings

• The Anniversary provided an excellent news hook to attract media that had previously ignored the destination – the Queen’s visit gained national coverage, proving Bermuda is still of interest to the media as the UK’s oldest colony
• The media and consumers still need educating on where Bermuda is located and that it is not part of the Caribbean
• Press trips remain a powerful tool for destination PR provided they offer the right angle