In 2015, the island of Bermuda realized their value proposition was unclear. They had fallen off the radar and were no longer a part of the conversation. The destination was perceived as stuffy, conservative, expensive and old school. And after digging into MMGY Global’s 2015 Portrait of American Travelers®, we discovered that two times more people went to Jamaica or the US Virgin Islands and four times more people went to the Bahamas last year. Working closely with the Bermuda Tourism Authority it quickly became MMGY’s mission to find out why… and then do something about it.
MMGY Global’s HEMISPHERESTM branding process helped uncover key insights about the brand. As part of the process we talked to nearly 100 key stakeholders on island to truly understand what makes Bermuda unique and find a positioning they could own. Coupling the branding process with proprietary research, we then developed a refreshed positioning statement, brand architecture and brand anthem for the island of Bermuda.
The result was new brand messaging that embraces Bermuda’s mysterious allure, utilizing the concept of “Out Here” to help travelers connect to Bermuda’s amazing mix of people, cultures and one-of-a-kind mystique.
Bermuda’s new brand was introduced in television spots during the Oscars as well as through print and digital advertisements on various publications.
The new brand speaks to thrill seekers, explorers, romantics and originals. After all, Bermuda is set apart by its location and way of life. It’s where people, cultures, and one-of-a-kind mystique swirl together, connecting visitors to a place far from everyday life.
We reintroduced Bermuda just after the New Year and early results show vacation air arrivals up 13.7% in the first quarter when compared to the same period last year. The 18,189 air vacationers attracted to the Island during the first three months of 2016 is the highest amount recorded in the first quarter since 2008.