Business leaders welcome Tourism rebranding
Bermuda’s rebranding continues to receive positive feedback from leaders in the business community.Unveiled on Thursday, the new $4.8 million ad campaign, with the tagline “So Much More”, seeks to convince its target markets that Bermuda is more than just a place to visit for its beaches.Cultural, golf, leisure, nautical, eco and business tourism — previously outlined as key segments of the National Tourism Plan — will be among those highlighted throughout the campaign.There will be a focus on the role Bermudians play in making visitors’ stays memorable, with the iconic ‘Bermuda is Another World’ song given a modern twist to feature prominently.Meanwhile people will be specifically encouraged to visit destination hubs identified in the Tourism Plan: St George’s, St David’s, Hamilton, South Shore, Dockyard and offshore.The Tourism Plan, unveiled in June, aims to help Bermuda generate $1.4 billion a year through tourism by 2022; the multimedia campaign has been developed in conjunction with North American advertising agency Fuseideas.“We are heading in the right direction and delighted that the Tourism Board is committed to ensure that Bermuda’s image is promoted in the best possible way” said John Harvey, President of the Bermuda Hotel Association when asked for his feedback.Restaurateur Peter Barnett, who is the co-chair of the Restaurant division of the Chamber of Commerce was also enthused by the campaign.“Overall I think it is a fantastic ad campaign and it is targeted squarely at our object audience,” Mr Barnett said in an e-mail to The Royal Gazette.“Everything I saw resonated with me as a Bermudian, as well as a hospitality professional with skin in the game. It also circled things that I as a (young!) middle aged consumer love to do when either on vacation, or right here in Bermuda.”Mr Barnett added that the campaign is “targeting a niche audience that is LOOKING for a vacation experience like the one we offer in Bermuda. We will never be a Las Vegas, Ibiza or Hawaii. Nor do I think it is smart for us to chase a potential tourist that wants that experience, because we are quite frankly doomed to fail if we do.”But success will be dependent on creating the right environment for private enterprise.“Those that do not wish to partake in our industry and commit to global excellence and work ethics should get out of the way and let us Bermudians who are committed to quality and high worldwide standards get on with it,” Mr Barnett continued.“Those Bermudians that wish to participate in our industry which has pay and work conditions as good or BETTER than every other first world country that internationally we exist with; come on along for the ride, and join a fulfilling and rewarding hospitality career!”Ronnie Viera who heads up the Bermuda Chamber of Commerce said: “I think the new campaign is a fresh approach to promoting all of what the island offers and that using the old Bermuda is another world type theme is good.”But he warned that all Bermudians have to commit to working together “to make sure we are as welcoming as the ad campaign suggests from the time a visitor steps off the plane until they get back on.“So a pleasant reception at the airport, transportation available when needed, taxi driver who promotes the positive aspects of the island, quality hotel accommodations, clean facilities at beaches and others, an effort to stop the littering etc.“Some of these things need improvement and since the campaign has started, that work has to begin now so we can all deliver what it promises. Tourism, in my view, transcends politics so we should all be on board and supporting the new plan as much as possible.”Mr Viera added that the Chamber is working on making sure a “collaborative and constructive approach” is taken.Daniel Reece who heads up the Youth Tourism Board said that the ad campaign is “something that we can be proud of as Bermudians.”And executive director of the Bermuda Hospitality Institute said that the campaign puts the best of Bermuda on display.“It’s a great representation of all the best things about Bermuda as Bermuda is today,” she said.“I don’t think it promoted anything that isn’t true. It took all the best and put it together.”Tourism Minister Wayne Furbert said on Thursday that he was pleased with the feedback so far.“People are enthused about the ads. They love the song,” he said. “People say ‘Wayne, you’ve hit a home run’. They also said this is the best ad campaign that has ever come from tourism.”
What our Readers Think - a random collection of comments on
The Royal Gazette website www.royalgazette.com(Some comments have been edited for length)
ObserverVibrant culture, fresh island cuisine ........... Where?All year round?Get real!
Xeno KillsSo Much More...money you’ll spend versus going to Cayman, the Bahamas or Florida. Some much more time you’ll spend waiting for a ferry or bus. So much more teeth sucking at the register and at customs If that’s what they were aiming at then yes, it works!Bobby SandsI think before the beaches get filled with young drunk women, the crime issue might want to get ironed out...its like offering beautiful open water swimming without telling people you’re having a tiger shark infestation.
Miguel KatzGorgeous photos, regardless of what you think of the content or context, they are beautifully and professionally executed. This is a great ad campaign for a tired product. This disconnection between the ads and the product will disappoint many visitors. On the other hand, anyone who believes any advertising is a fool. Keep that in mind when the election campaign begins in earnest.
ObserverWatched the clip!Could be anywhere, probably was but certainly not reflective of Bermuda!The reality is ‘Bernuda is so much less’ than it was!Won’t bring a single tourist and if it does they’ll be disappointed.Another ViewI agree, that video could have been made in many places.I also agree with the others who said “So much more ...what? ...time waiting for a ferry or bus & at customs; teeth sucking. So much more expensive?”And I add ...so much more gangs, guns and killing; rudeness and bad service. So much more bad politicking, cronyism, unethical governing and unemployment (except for government workers of course). So much more concrete and tall empty buildings. So much more deterioration. So much more anti-expat sentiment, bitterness and hate. So much more racism.
Step and Fetch ItThe Dept. of Tourism is nothing but a travelling minstrel show, especially when the Minister wants to share his vocal skills (or lack thereof) with the entire world. SMDH.The ad is full of pretty people and places, nothing new, looks like a 21st century revamp of the tourism campaign from the 1970’s.
Trudy Trees Tourist: “Are those two Muppets in the ad?”Travel Agent: “No, no, they’re Bermuda Gombeys.”Tourist: “Then why are they dancing inside? Don’t they dance in the street?”Travel Agent: “Yes, but it’s raining outside. They don’t want to get their hair wet.”
Derek AG Jones As a Bermudian living in Boston I am sure once the ads start hitting I will be asked by many friends and associates that very question. For years I have handed out a couple of pages of ‘things to do’ in Bermuda, many of them off the beaten path. I think this is sort of what the people behind the campaign are trying to get across. I’m a bit of a fan of Hubert Smiths’ ‘Bermuda is another world’ original version and wish it were just done as is but other than that I will get behind this campaign and continue to hand out my list. Maybe if we all made our own lists and started to get the word out on what other things can be done in Bermuda we will see more tourists visiting Bermuda?
