Bermuda Tourism Authority Names New Agency Partners
In a continued effort to drive visibility, cultivate understanding, and attract visitors to the island of Bermuda, today the Bermuda Tourism Authority (BTA) is elated to announce its partnership with two best-in-class agencies that will provide ongoing support to the destination marketing organisation. BerlinRosen, a leading full-service communications agency, has been chosen as the PR and creative agency of record, which will span earned media, influencer relations, advertising, branding, digital marketing, and design. Miles Partnership, a strategic marketing consultancy partnering with more than 130 destinations and hospitality businesses worldwide, will be the media agency of record, continuing an eight-year relationship between the company and the BTA.
This new agency ecosystem will work cohesively to support the BTA in reaching its goals and objectives. BerlinRosen’s PR team will develop integrated earned campaigns highlighting all that makes Bermuda unique: its stunning pink sand beaches, rich cultural heritage, and soft adventure activities. The firm will work closely with the BTA to support the seven pillars of the National Tourism Plan: Awareness & Relevance, Greener Environment, Frictionless Infrastructure, Local Involvement, Innovation, Prioritising Teams & Groups, and embrace the island Year-Round. Through facilitating partnerships with key stakeholders on the ground in Bermuda, including hoteliers and local businesses, BerlinRosen will assist the BTA in meeting overall objectives that benefit the island in totality. Miles will play a key role in developing and implementing holistic, multi-channel national and international advertising campaigns utilising engaging visual assets produced by BerlinRosen’s creative team that captures the island’s essence.
The joint efforts will showcase why Bermuda remains one of the most desirable destinations in the world and how it caters to leisure and business travelers year-round as a full-service destination.
BerlinRosen is known for its work in the Travel & Hospitality industry representing clients including Singapore Airlines, Lark Hotels, RVshare, Aspen Hospitality Limelight Hotels, and Boston Seaport. “Just a 90-minute flight from New York City, our team can’t wait to immerse ourselves further into the Island’s vibrant culture and alluring attractions," said Sara Joseph, EVP at BerlinRosen. "Bermuda has so much to offer travellers and we are thrilled to be able to work alongside the Bermuda Tourism Authority and Miles to execute a meaningful communications strategy as their new agency partner."
Miles has long supported the BTA, dating back over eight years, and across several successful projects and programs, from digital development to content marketing. The two companies have a history of collaboration and innovation, including launching a first-of-its-kind program with Google Street View to film footage of the entire island and upload it to the Google platform. “We are thrilled to renew our partnership with the BTA and to begin work on a new chapter of innovation,” said Lauren Bourgoing, Vice President at Miles Partnership. “Together, we will amplify the Bermuda brand through a targeted media strategy aimed at expanding awareness of and increasing visitation to the island.”
The Bermuda Tourism Authority is excited by the opportunities these partnerships present in bringing the island’s story to life and driving awareness of all Bermuda has to offer. "Both agencies have proved that they understand our vision and are aligned with our goals and objectives,” said Jamari Douglas, VP of Marketing, PR and Communications at BTA. “We’re confident that our work with BerlinRosen and Miles will effectively raise awareness around Bermuda’s proximity, unique on-island activities and our rich culture.”
About Bermuda Tourism Authority
The Bermuda Tourism Authority (BTA) is an award-winning, accredited destination marketing organisation that promotes Bermuda internationally and works to empower our tourism industry stakeholders. Explore Bermuda's National Tourism Plan.
