Authenticity through the eyes of local is the new black in tourism ad campaigns. It also expands the base beyond the resort-seekers.
The goal [of the new Bermuda tourism ad campaign] is explicit in the theme: “So much more.” The campaign plays up cultural and culinary attractions and diversions like scuba diving and golf along with mainstays like the pink sand beaches and Bermuda’s proximity to the East Coast. This is first work for the Bermuda tourism department from a new creative agency, Fuseideas in Boston…The budget is $4.8 million through early next year.
The campaign is wide-ranging, including TV and radio commercials; print, outdoor and online ads; the official tourism department Web site, gotobermuda.com; promotions; direct marketing like e-mail and newsletters; brochures; PR; and Facebook and Twitter.
The seven TV commercials, embedded below.