The Bermuda Tourism Authority has launched a new marketing drive inviting visitors to discover the island’s hidden treasures.

The Lost Yet Found campaign highlights Bermudian experiences and entices visitors to dive deeper into the island’s culture.

According to a BTA spokeswoman, the aim of the multimedia campaign is to shed light on the Bermuda way of life, making a holiday on the island a richer and more rewarding journey.

The campaign was built around extensive research and data which showed that potential visitors are seeking authentic experiences in the destinations they visit — and that Bermuda is well positioned to provide those experiences.

Jamari Douglas, the BTA’s vice-president of marketing and communications, said the campaign was “authentic” to the island.

He said: “Lost Yet Found is pure Bermuda. Our agency is led by a Bermudian, our BTA marketing team is mostly Bermudian, the production was shot by Bermudians, and the video talent is all Bermudian.

“With the support of our international partners, we worked to create a campaign that is authentic to the Bermuda experience.

“We want our visitors to enjoy the joy and magic that every Bermudian does — all the things that make us the unique, world-class destination that we are.”

The BTA teamed up with Boston-based agency Proverb for the campaign, which will target key US and Canadian cities New York, Toronto and Miami. A secondary blitz will be aimed at Dallas, Vancouver and Atlanta.

Daren Bascome, of Proverb, said: “Our goal for our work with the BTA was to create a brand for Bermuda that captured the abundant character of our small country.

“As much as it is a travel campaign, we’ve also seen it as a nation-branding exercise. Travellers want the real and authentic, so featuring the unique sights, sounds, smells, tastes and temperaments of the island felt distinctly important.

“Our campaign centres around the promise of discovery and originality, something for everyone who wants to get lost yet found.”

Burnt House Productions, a Bermudian agency, was hired to shoot much of the footage for the campaign.

Nhuri Bashir and Andrew Kirkpatrick said in a joint statement: “As an internationally recognised, Bermudian-built agency, being tapped to lend our creative insight to promote Bermuda has been an honour. It has been a career highlight to work with the star-studded array of local talent on both sides of the screen.

“We could not be prouder of the authentic voice that the collective has delivered through Lost Yet Found.”

Tracy Berkeley, the interim chief executive officer of the BTA, said: “The launch of the campaign is great news for Bermuda’s tourism sector.

“It comes at a crucial point on our strategic recovery journey, providing us with the tools to build awareness, engage the marketplace and attract the right type of visitors to the island during a critical time of year.

“We are proud of the campaign, which offers a stunningly fresh take on Bermuda and exudes authenticity while remaining in alignment with the goals and objectives of the National Tourism Plan.

“We have employed business intelligence from global, regional and local markets as part of our strategic marketing and are confident that our data-driven insights will deliver what is needed to push the destination forward.”

For more information about the Bermuda Tourism Authority, click here.