BTA wins prestigious tourism awards in New York
The Bermuda Tourism Authority has won two “best in category” global awards for its efforts to market and promote the island’s tourism sector.
The awards — which were drawn from a pool of 800 global travel brands — were to be presented at the Adrian Awards celebration today at the New York Marriott Marquis.
The BTA would receive the Gold Adrian Award in the digital and social media category and the Silver Adrian Award in the public relations and communications influencer marketing category.
Under the theme “Wish You Were Here”, the awards put the spotlight on stories of memorable and successful travel marketing and public relations campaigns, advertisements, media programmes and experiences.
The BTA said that its award-winning entries demonstrated how effective marketing can transcend traditional boundaries, building a deeper connection between travellers and destinations.
Tracy Berkeley, the BTA chief executive, said: “We are honoured to receive these Adrian Awards, which highlight the talent of our team in promoting Bermuda as a vibrant and inspiring destination.
“These awards reflect our ability to adapt, innovate and connect with travellers in meaningful ways, ultimately supporting the growth of Bermuda’s tourism economy.”
She highlighted the efforts of Jamari Douglas, the BTA’s vice-president of marketing, Kiwan Anderson, who led the Summer Fridays activation event, Alana Wolffe, who leads the authority’s social media programme, and Tiara Webb, who heads its digital approach unit.
The Gold Adrian Award celebrates Bermuda’s exceptional achievements in the digital and social media space.
The BTA said Bermuda’s social media channels achieved remarkable results in 2024, with 68.8 million impressions and 999,320 engagements by August 31, projecting annual totals of 91.7 million impressions and 1.33 million engagements — exceeding its goals.
Campaigns, such as partnerships with influencers Natalie Marshall and DeAndre Brown, contributed 41.7 million impressions and 451,200 engagements, while creative initiatives like a giant hourglass in New York City generated millions of impressions and amplified Bermuda’s presence on social platforms.
The Silver Adrian Award is a best in category accolade which recognises the success of the Bermuda Summer Fridays influencer campaign.
The public relations and communications initiatives leveraged influential voices to highlight Bermuda as a premier summer destination, the BTA said.
Additionally, the BTA won a Silver Adrian Award in the Integrated Campaign — Experiential Marketing category for its Proximity/JetBlue activation, which also received the distinguished designation of “Best of Category”.
The Proximity/JetBlue initiative was part of Bermuda's marketing, collaborations and public relations efforts to support a 25 per cent increase in Bermuda’s airline capacity derived from newly established direct routes in 2024 compared with the year prior.
Mr Douglas said: “We've remained steadfast in our commitment to crafting moments of surprise and delight that keep our consumers engaged with the Bermuda brand.
“The year-over-year growth in our arrival numbers demonstrates the success of this approach, proving that our strategy is resonating.
“By investing in areas where we see the greatest potential for return in investment, we ensure that Bermuda remains a compelling and unforgettable destination for travellers worldwide.”
The BTA’s entry received recognition from Hospitality Sales and Marketing Association International.
Brian Hicks, the president and chief executive of HS & AI, said the Adrian Awards honoured the creativity and vision that drive the tourism industry forward.
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