Press release - Bermuda Department of Tourism

Following on from the successful launch of a fleet of branded London taxis, the Bermuda Department of Tourism and its hotel partners are implementing the next phase of a six-figure marketing campaign.

Marking the start of an aggressive UK focused programme of activity, a series of targeted in-market initiatives will be implemented across key media outlets bearing the new tagline ‘Your Island in the Sun’.

Designed to highlight Bermuda as Britain’s oldest colony, the tagline will form a base for the campaign which includes a ‘6, 5, 4’ sale – a three stage offer rewarding customers who book sooner rather than later.

“Tourism is a key economic pillar of our island and the UK is an important market for us. Working closely with the Bermuda Hotel Association we have launched this exclusive six, five, four sale to offer UK visitors a unique opportunity to gain immediate savings on holidays to Bermuda,” says William Griffith, Director of Tourism, Bermuda Department of Tourism.

“Bermuda offers a fantastic range of accommodation options from luxury hotels to traditional bed and breakfasts. Many are still unaware of how close Bermuda actually is to the UK, and we hope to gain more attention in the UK market and drive more visitors with this innovative sale,” says Michael Winfield, Chairman, Bermuda Hotel Association.

Bermuda has a wide array of activities to enjoy from soaking up the sun on its blushing pink sand beaches to diving through its crystal clear blue waters and exploring fascinating shipwrecks. With its world-class spas, it’s no wonder that relaxation is a national pastime on this island in the sun.

The unrivalled three month sale will run from 15 March - 15 June 2010 for travel between 1 April - 31 October 2010 (terms and conditions apply). Customers booking between 15 March – 15 April will receive an automatic discount of $600 (approx. £398), between 15 April – 15 May a discount of $500 (approx. £330) and between 15 May – 15 June a discount of $400 (approx. £265).

Images of the branded taxis and the new advertising campaign are available on request.

For more details and a list of preferred tour operators visit www.gotobermuda.co.uk from 15 March 2010.