Bermuda Tourism Authority Cements Market Commitment to the UK, with a Show-stopping In-market Agenda
Bermuda Tourism Authority (BTA), the official destination marketing organisation for the island of Bermuda has seen major success in the UK market covering key media, marketing and trade sectors, alongside the agency of record, MMGY Hills Balfour. As representation specialists with over 20 years’ experience, the London-based agency has implemented an integrated PR and marketing strategy working under the direction of the BTA team, to strengthen destination awareness and increase intent to visit Bermuda from the UK.
In September 2022, Interim CEO Tracy Berkeley travelled to London to introduce herself as the first female leader of the organisation and affirm BTA’s commitment to key UK partners, bringing Bermuda to life and having strategic conversations with the UK press regarding the island's new campaign launch. Berkeley stated, “Our presence in the UK market has fluctuated in recent years but with strong flight load factors and high demand for travel to the destination, we have the opportunity to affirm our place in the market and grow the potential like never before”.
During her UK visit, Berkeley met with over 20 top-tier press from key national, lifestyle and trade publications to share BTA’s vision and commitment to the UK market and gather information to implement a 2023 strategy. One interview with leading trade publication Selling Travel resulted in a high coveted online article led by Ms Berkeley which highlighted how Bermuda is back, reaching thousands of key travel agents and advisors.
During her UK visit, Berkeley met with over 20 top-tier press from key national, lifestyle and trade publications to share BTA’s vision and commitment to the UK market and gather information
From the success of the meetings held with key top-tier consumer editors and freelancers, several individual press visits to the island have been secured for late 2022 and early 2023, with major features in the pipeline. The estimated reach of these features is over 10 million with a projected advertising equivalent value of $80,000. Additionally, high-level engagement with media has inspired coverage content for 2023 and top market positioning moments by sharing key news, new hotel and F&B products as well as authentic, bespoke experiences for UK visitors to enjoy in Bermuda.
As part of MMGY Hills Balfour’s and BTA’s strategic partnership with BOAT International, BTA and the UK team headed to Monaco Yacht Show. The team organised and hosted several key investment meetings with major superyacht players and tour operators over the course of the three-day show. Ms Berkeley and Jill Dill, Assistant Director of Business Development & Partnerships at BTA, also engaged at a variety of bespoke events, making high level introductions to a host of potential new superyacht charter business opportunities for the Bermuda team. This once again placed the island in front line conversations with not just the Owners of the world’s superyachts but the best charter brokers in the world and Captains.
Berkeley stated: “This recent UK and Europe visit has provided me with the unrivalled opportunity to see first-hand the exceptional activity that the MMGY Hills Balfour team is carrying out, with the ability for me personally to showcase Bermuda’s commitment to this particular market. As the third largest market after the US and Canada, it’s immensely important that we have a presence here, encouraging not just UK travellers to visit but to create lasting legacies for repeat guests. I am extremely excited to continue to develop our successful partnership with the team, putting Bermuda on the global stage as a leading tourism destination”.
Bermuda’s momentum in the market doesn’t end there. From 3-4 November 2022, MMGY Global will be hosting its annual European Summit in London, which brings together the world’s leaders in travel and tourism to facilitate a collaborative and closed-door environment for tackling the key topics we face as an industry today. Jamari Douglas, VP of Marketing, Communications and PR at BTA has been invited to be one of three panellists during the ‘Abstract of Realism: The Debate on Sustainability in Travel’ session during the event.
Douglas said: “I’m honoured to have invited to be a panellist during MMGY Global’s European Summit this year. Sustainability is in Bermuda’s makeup and is high on our agenda with numerous green initiatives in place to protect the destination’s ecosystem. This will provide us with a fantastic opportunity to educate key industry players on our conservation and sustainability efforts which we actively encourage all visitors to the island to partake in, with several fantastic bookable experiences on offer”.
Douglas’s attendance at the Summit will be closely followed by World Travel Market, the market leading international travel event for tourism professionals. The event will allow BTA to showcase its brand and new Lost Yet Found campaign alongside the biggest names in the tourism industry, with thousands of buyers from over 100 countries in attendance.
Looking forward, MMGY Hills Balfour will continue to promote Bermuda as a world-class destination in the UK through various activations, events and partnerships in order to enhance and strengthen its brand presence and ultimately, increase the number of visitors to the island from the UK in the coming months.
About the Bermuda Tourism Authority
The Bermuda Tourism Authority (BTA) is an independent, non-government, entity, and the official destination marketing organization for the island country. The Bermuda Tourism Authority (BTA) promotes Bermuda globally as a world-class destination for leisure and group travel and tourism investment. For more information visit: https://www.gotobermuda.com/bta.
