Bermuda Department of Tourism

The Brief

• To reinvigorate Bermuda in the UK market and increase demand beyond the traditional beach led holiday
• To address Bermuda’s perceived stuffiness and inaccessibility from the UK
• To align UK communications with the island’s overall brand architecture

Rooster’s Solution

• Rooster executed a combined consumer and trade campaign encouraging UK consumers to “feel the love” of Bermuda. The campaign led with the fact that Bermuda is only a 6.5 hour flight from the UK and that the island is the perfect short haul paradise
• Rooster developed Bermuda’s messaging to fully communicate Bermuda’s welcome and its transparent openness to all visitors
• Attracting key titles by regularly announcing developments – both big and small – involving hotels, new airline routes, festivals, restaurants, sights, shops and anything else that a traveller might find of interest
• A number of themed press trips were executed focusing on spa holidays, golf breaks, ‘city to beach’ twin-centre with New York and Bermuda’s pink sand beaches

Campaign Highlights

• Rooster secured a feature on BBC1’s Holiday programme, the first time in seven years that the island had been featured on this programme
• Destination features have also been achieved in The Sunday Telegraph, InStyle Magazine, OK! Magazine, Marie Clare, Grazia, The Daily Telegraph, The Daily Express, Selling Long Haul and Travel Bulletin
• Rooster devised and executed a launch campaign in June 2007 to support the inaugural flights to Bermuda by Zoom Airlines