Press release - Bermuda Department of Tourism

The Bermuda Department of Tourism has awarded Rooster a sales and marketing contract as part of the island’s renewed efforts to increase international tourism arrivals.

Rooster, who already handles the public relations for the Bermuda Department of Tourism, will take on the role of sales and marketing representatives, leading a number of exciting trade initiatives throughout 2010/11.

“As the UK is our most important international market, we are aggressively expanding our presence by appointing Rooster to work on our behalf. They have been briefed to increase visitor arrivals by 25 per cent through maximising the destination’s existing relationships with key tour operators and airlines, and opening up new distribution channels and partnership opportunities.” says William Griffith, Director of Tourism, Bermuda Department of Tourism.

“Rooster has played a key role in raising the profile of the island over the last four years through its PR programmes and we are excited to continue our relationship with the agency using a strategic mix of sales, marketing and PR activity,” he continued.

Throughout 2010/11 a range of exciting trade and consumer initiatives will be implemented including a taxi campaign which began in March featuring pink liveried taxis driven by ambassador drivers who have experienced the island first hand. This will be closely followed by a UK Roadshow in April with flagship media and trade events in London on Wednesday 14th and Thursday 15th April respectively.

“Our relationship with the Bermuda Department of Tourism began in March 2006 and we are thrilled to have been appointed as the UK sales and marketing representatives for the island. The team at Rooster stands ready to build on relationships with key trade partners who are integral to achieving the planned growth.” commented James Brooke, Rooster’s Managing Director.