A call has been made for a “world-class” public relations agency to work with the Bermuda Tourism Authority.

It is hoped the successful applicant will bring creative ideas to make the island stand out, develop relationships with celebrities and influencers, and manage potential media crises.

A BTA spokesman said: “The Bermuda Tourism Authority is seeking both an advertising/media (agency) and a public relations agency of record to bolster Bermuda’s in-market and global presence and solidify the island as a top-of-mind destination.”

Requirements for the PR work were set out in a request for proposals published online.

It said: “The Bermuda Tourism Authority is in search of a world-class public relations firm to continue elevating and protecting the brand.”

The RFP said objectives included: “Position Bermuda as a world-class tourism destination for leisure and group business travel.

"Ability to maintain, evolve and activate robust crisis management plans on and off island.

“Identify and develop industry and market-specific trends to generate coverage for Bermuda and differentiate the island.

"Generate creative, innovative ideas to set the island apart. Increase awareness and engagement, and maintain momentum.“

The selected agency will be expected to “establish working relationships with influential and relevant media to elevate Bermuda as a top-of-mind destination”.

Other objectives are to: “Develop relationships with high-profile celebrities and influencers for content creation and Friends of Bermuda Ambassador Programme.

"Showcase the effectiveness in attracting visitors to Bermuda through thought leadership and speaking opportunities.

"Manage potential media crises and protect brand reputation.

“Secure targeted broadcast opportunities for the island showcasing our unique offerings.”

Potential applicants were told that the successful agency would “stay aware of local developments, paying special attention to politics, public affairs and the tourism industry, among several other areas”.

A separate RFP for an advertising and media organisation said: “The Bermuda Tourism Authority is seeking qualified bidders to be our agency of record for branding, advertising and media buying.

“Bidders must showcase an innovative approach to helping the BTA reach defined goals and objectives, react to opportunities and address our challenges.”

A scope of work included brand management and evolution as well as research and analysis.

Under the heading “Creative services”, the RFP said: “The successful bidder will be able to conceptualise big, singular ideas that engage the audience with the Bermuda brand.

“Creative services will include, but is not limited to, strategising, creating, producing and preparing advertising and branded content for distribution on domestic and international online and offline media channels, including paid, owned, earned and social media platforms.”

The RFPs included detailed proposal timelines, both with a deadline for submissions of February 17. However, bidders had to submit an intent to bid by 4pm yesterday, minutes after the RFPs were announced to the general public.

They can be found at gotobermuda.com/bta/requests-proposals.

Bermuda was previously represented by the US advertising agency MMGY Global and the PR agency Turner.

Boston-based Proverb, headed by Bermudian Daren Bascome, was hired last year to carry out a rebranding exercise. A highlight of that was the production of an award-winning video called Lost Yet Found.