GlobalHue campaign credited for record breaking tourism in Bermuda

(January 26, 2007)The Bermuda Department of Tourism (BDOT) has reported a record breaking third quarter in receipts from tourists—about $55 million. Earlier this year, the former tourism board chairman, Andre Curtis, acknowledged the country’s new marketing and advertising strategy devised by GlobalHue as the catalyst for the record change in tourism levels and spending. The new strategy has not only increased travel to the island, it has put Bermuda on the lips of more people than ever.

“This strategy has substantially changed the game for Bermuda as a tourist destination,” said Donald Coleman, chairman and CEO, GlobalHue. “Bermuda is being talked about more, more tourists are going to the island and they’re spending more, which is very beneficial for the whole island economy.”

In the first three quarters of 2006, air and cruise passengers to the island surpassed the half million mark, which hasn’t been done since 1987. Approximately 524,000 visitors came to the island in the first nine months of the year. Preliminary figures for the fourth quarter show a 27% increase over last year.

GlobalHue, BDOT’s agency of record, rolled out its “Feel the Love” campaign last February, promoting the island as a year-round destination with three core drivers: the Beach and Sizzle season, the Golf & Spa season and Events. An integrated strategy folded in several other important components to broaden the reach of the campaign, including highly selective media placement, breakthrough creative, targeted special events, and agency partnerships that insured seamless execution.

“We didn’t use traditional methods to market Bermuda,” said Coleman. “In an industry such as this, you have to find new methods of delivery that, when integrated properly, will achieve results that add to a client’s bottom line.”

GlobalHue’s role in marketing Bermuda grew far beyond that of a traditional advertising agency’s scope of work:

It integrated all agency partners, including the sales and marketing departments and groups and incentive travel teams, and unified messaging across all consumer touch points.
GlobalHue worked directly with airline marketing representatives to drive down the cost of traveling to the island.
An events strategy was created that re-branded the island’s signature event, the Bermuda Music Festival. Partnering with a popular radio host, ticket sales increased by more than 200% over the previous year.

The agency markets Bermuda’s “Feel the Love” campaign internationally to travelers in the United States, the United Kingdom and Canada.




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