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. Working closely with the Bermuda Tourism Authority, it quickly became MMGY Global’s mission to find out why and to 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 the island to truly understand what makes Bermuda unique and to 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 advertisements in various publications, including USA TODAY, AFAR, Travel + Leisure and The New York Times.
MMGY Global also created and coordinated integrated digital marketing efforts, including display, video and social. Consumers were targeted by their geography, demographics and interests and beyond to minimize wasted impressions. The objective of Bermuda’s digital media plan is two-fold: drive traffic to the website (gotobermuda.com) and generate brand engagements. As of July 2016, MMGY Global was able to garner more than 547,000 website visits and 6 million engagements YTD – 146% of Bermuda’s annual engagement goal.
Through various social media channels, MMGY Global created motivating and innovative content for users to explore the brand website and book their next getaway to Bermuda. Urgency and promotional offers drove the messaging behind these pieces, with utilization of co-op material as well. Optimization of each channel allows us to hone in on the right target at the right time with these promotions.
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.
MMGY Global reintroduced Bermuda in 2016, and since campaign launch, Bermuda has seen increasingly positive results in terms of air vacation and leisure travel. Uniquely, air visitors from the U.S. specifically have increased 15.5 percent from 2015.*
Bermuda’s 2016 campaign reached 53 percent of long-haul travelers in the ad markets selected, which translates into 11.7 million people. In the period from campaign launch until the end of November 2016, the campaign yielded 24,500 trips to Bermuda that would not have otherwise occurred without the advertising. This travel translates into additional visitor expenditures of $17.1 million while those travelers were in Bermuda. Over the nine months since the campaign launch, the $1.3 million in media costs have generated an ROI of $12.50 in visitor spending and $2.86 in taxes for each ad dollar spent.
This campaign also had a significant impact on intended travel, producing 492,000 incremental planned trips to Bermuda, some of which subsequently materialized between September and November (3,500 trips). Over one in seven people (14 percent) exposed to at least one ad indicated they plan a trip to Bermuda in the next 12 months, more than double the number indicating this who were not exposed to any advertising (6 percent).
The campaign created a 10- to 15-percent lift in destination interest, including driving the perception of Bermuda as an exciting destination that offers a sense of adventure, a special mystique and a unique location. Exposure to the advertising significantly improved perceptions of Bermuda on overall measures, with higher ratings on statements such as, “Bermuda is a place I really enjoy visiting‚” (lifting strong agreement with the statement to 66 percent from 59 percent) and “Bermuda would provide excellent vacation value for the money” (boosting rating scores from 37 percent to 52 percent).
MMGY Global focused on efforts to draw in a younger demographic and has seen an increase in visitation in the 18–24 segment (21 percent), 25–34 segment (22.3 percent) and 35–44 segment (14.2 percent) while also seeing moderate growth in our traditional audiences.
Online video has proven to be a strong channel for Bermuda, with nearly 5 million completed video views YTD and more than 20,000 hours of consumers watching their content. MMGY Global is able to uniquely target individuals based on their offline television viewing habits (such as those who are frequent Travel Channel viewers) using third-party data.
Our social efforts have paid off as well, increasing success of CTR to .48 percent in Q2, compared to the industry standard of .05 to .15 percent. We have also garnered 2,981,115 engagements in this same quarter alone.
*Results based on reports from Immigration Landing Cards and H.M. Customs