Hoteliers back Allen on marketing plan
Two local hoteliers yesterday threw their support behind the Tourism Ministry's review of its key contracts and backed plans for Bermudian creative involvement in the Island's new marketing campaign.
Cambridge Beaches general manager Mike Winfield and Harmony Club president William Griffiths both gave Tourism Minister David Allen's announcements on Monday afternoon the thumbs up when contacted yesterday.
Mr. Allen revealed on Monday that 32 advertising and public relations' agencies had been asked to send in proposals and bids to the Department for its advertising and PR contracts.
And both hoteliers agreed that the review of the contracts -- which were held by Porter Novelli and DDB Needham -- had to be carried out.
Mr. Griffiths stressed: "Yes it was time enough for a review of the agencies as they have had the accounts for a number of years and business has not improved overall.
"While you cannot blame DDB Needham or Porter Novelli outright for this, it is not a bad idea to get new bids in with fresh ideas.'' Concerns were raised following the announcement that the review process meant Bermuda's new marketing campaign would not hit the US until April.
By this point many travellers will have booked their vacations for the upcoming summer season.
Mr. Allen addressed this concern during Monday's press conference noting that the General Election and subsequent introduction of a new Government in November meant the process could not get underway until then.
And Mr. Winfield and Mr. Griffiths agreed with this.
Mr. Winfield said: "He was really given no alternative. It was certainly time to review the agencies. There is a narrow window and it had to be done.'' Meanwhile, Mr. Griffiths said Bermuda's late entrance into the market with its new campaign was not necessarily a problem.
"There is a certain amount of momentum going into the season and there is no new theme out there for the summer anyway.
"It is not a bad idea to change the old theme and get it out there as quick as you can.'' Mr. Allen also announced that overseas agencies would have to form partnerships with local entities if they were to be considered.
This news brought further praise from Mr. Winfield.
"I think the concept of bringing on locals and local agencies to provide additional knowledge is an excellent idea.''.
Mr. Griffiths was slightly more guarded, noting that he was adopting a wait-and-see approach.
"It is too early for me to comment on a Bermuda agency's involvement and how it is going to impact Bermuda's advertising overseas.
"I am also not sure of the amount of involvement the local agency will have but for an overseas agency to get local input is not a bad idea at all.
"All in all it is very positive but we will still have to wait and see. At the end of the day, I want more business. That is what all the hoteliers want.'' It it understood that former Tourism Minister David Dodwell was planning an agency review before he was ousted from his post in the General Election. He was off the Island yesterday and unable to comment.