A special two-page spread promoting Bermuda is being featured in a commemorative edition of The New Yorker magazine.

The Bermuda Tourism Authority (BTA) partnered with the iconic magazine to shape a multipronged, multiplatform campaign, including print, tablet, online, e-mail, video and out of home concepts with a view to capitalising on the highly anticipated 90th anniversary issue, a BTA spokesman said.

He added: “The ‘90 Minutes to Proper Fun’ ad is inspired by the famous Saul Steinberg The New Yorker cover in 1976 called ‘View of the World from 9th Avenue’.

“It plays off the proximity and relationship of New York and Bermuda as well as the 90-year anniversary and the 90-minute direct flight from New York to the Island.

“Additionally, a related 30-second video ad of Bermuda will appear in New York City taxicabs over a seven-day period next week.”

Lisa Hughes, publisher of The New Yorker, said: “Bermuda has been an advertising partner with The New Yorker since 1926.

“To mark our 90th anniversary, we were thrilled to work with the Bermuda Tourism Authority on this innovative, integrated campaign.”

The New Yorker released nine different covers of its magazine as part of the milestone celebration, and the excitement surrounding this opportunity for advertisers was the subject of a story in AdWeek.

Ms Hughes was interviewed for the piece and Bermuda was mentioned alongside HSBC and Mexico — two other advertisers granted access to the magazine’s internal creative studio for the special 90th anniversary event.

• Click on the PDF under “Related Media” to see the full spread.