Sharing Bermuda s Stories. Vic Isley Chief Sales & Marketing Officer BTA

Transcription

1 Sharing Bermuda s Stories Vic Isley Chief Sales & Marketing Officer BTA 6

2 Reviving a Destination Brand FOR THE NEXT GENERATION OF TRAVELERS

3 Bermuda s Position on the Brand Arc Bermuda Beaches Cruises Narrow, defined very loyal visitor base

4 THESE NOT THOSE

5 Targeting by Persona Data Driven Next Gen Segments EXPERIENCE SEEKERS GO FOR IT FAMILIES BUCKET LISTERS ADVENTURE SEEKERS

6 Be Yourself. EVERYONE ELSE IS ALREADY TAKEN.

7 Connect Emotionally Set Bermuda apart from the other Caribbean islands Be true to Bermudians Leverage Bermuda s mystique Change the conversation

8 BRAND STATEMENT To the adventure seekers, explorers, romantics & originals among us: BERMUDA IS SET APART BY ITS LOCATION & WAY OF LIFE; IT S WHERE PEOPLE, CULTURES & A CERTAIN MYSTIQUE SWIRL TOGETHER, CONNECTING YOU TO A PLACE FAR FROM YOUR EVERYDAY LIFE.

9 BRAND QUALITIES These qualities focus how we articulate experiences that could only happen in Bermuda.

10 BRAND STORIES These story lines are core to the DNA of Bermuda and should act as the foundation of any idea meant to market Bermuda

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17 c r 1.5 billion impressions delivered through all channels Jan-Sept 2016 n

18 Paid Media Mix 4% 2% 37% 21% 34% Integrated Packages Broadcast Out-of-Home Digital Social Print 2%

19 Integrated Packages 11% 24% 65% Print Digital Event

20 Best Island Outside Magazine in 2015 Home of the 35 th America s Cup Presented by Louis Vuitton June 2017 Top 10 Countries for Travel Lonely Planet for 2017 Best Trips National Geographic Traveler in 2016

21 Earned Media

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23 Integrated Approach

24 Travel+Leisure + + This is Patrick 4x full page ads Digital sponsorship: Custom native content package Targeted display Instagram takeover Dedicated Building Scale & Credibility NYC Influencer (Patrick Janelle) traveled to Bermuda to take (Instagram handle); 451,000 followers OOH Mural + Geo-fenced mobile banners

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26 c 26.2K 127 c 17.6K 100 c 12.1K 47 c 7.2K 49 c 14.7K 106

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28 Insert soho example

29 November Photography Issue

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33 The Big Idea Align Summer Fridays and Bermuda by showcasing forward-thinking people and organizations who seek out one-of-a-kind experiences, live life to the fullest and use Summer Fridays to do something out of the ordinary, just as we do in Bermuda. The campaign will consist of a series of curated content and exclusive experiences that celebrate this Summer Friday mentality.

34 How It Works 1. Launched the campaign and drive buzz through stunts that send people to Bermuda in a spontaneous way, equating Summer Fridays and Bermuda with a fun and adventurous spirit 2.Engaged with press and media to amplify the message and encourage engagement 3.Influencer trips showcased what Summer Friday is Out Here through different thematics 4.Partnerships with like minded organizations that share the Summer Fridays mentality 5.Happy Hour events teasing consumers around what s possible with Summer Friday 6.Celebrated Summer Friday content and messaging through media outlets 7.Fourth Night Free hotel retail promotion to convert sales

35 Partnership: Uber

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37 Summer Fridays: Refinery 29

38 Garden & Gun / OITF

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40 * Not in the Marketing Plan

41 2016 YTD Marketing Snapshot 208.7K instagram engagement 143.3K youtube views r share c dream million PR impressions generated million paid media impressions 6.75 million facebook reach 2.36 million twitter impressions n experience 1.5 billion impressions delivered through all channels Jan Sept 2016 research book 1.7 million visits to gotobermuda.com $61.4 million in future visitor spending influenced by BTA S&M

42 DOUBLE-DIGIT GROWTH IN VISITORS AGE 45 YEARS AND YOUNGER ON TRACK FOR BEST VACATION AIR ARRIVALS SINCE 2008 UP 14% YOY THROUGH Q3 HOTEL OCCUPANCY UP 7.7% REVPAR UP 7.9%

43 Philadelphia RIMS 2017 at a Glance Brand Pink Sale Boston Golf Show American Daily Service Washington, DC Virtuoso Travel Week Splash Sale NYC Bergdorf Goodman Summer Fridays IMEX America ILTM BRAND Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec America s Cup Boat Launch Afar Experience BDA America s Cup Fishing Trip G&G CHICOS Summit Tourism Summit

44 Layering in Group Business AMERICAN OTOLOGICAL SOCIETY VA AUTOMOBILE ASSN ROAD SCHOLAR CAMICO CICLISMO BACKROADS ROAD SCHOLAR CICLISMO NANCY LOPEZ ROAD SCHOLAR BACKROADS CICLISMO BACKROADS CICLISMO BACKROADS YPO BACKROADS ROAD SCHOLAR Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

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46 Customs Tariff Amendment Act dalaws.bm/laws/a nnual%20laws/20 16/Acts/Customs% 20Tariff%20Amend ment%20act% pdf

47 Customs Tariff Amendment Act 2016

48 Policy Regulating Business Visitors 2.1 Business Activities for which Business Visitors have the Tacit Approval of the Minister to Conduct Business in Bermuda. There is no need for an employer to obtain Immigration approval to land a business visitor in Bermuda provided that the: I. business visitor is in possession of a return ticket (as well as a valid multire entry visa if the business visitor is a Visa Controlled National); II. total length of the stay does not exceed 21 consecutive days (unless specified differently below); III. activities undertaken by the business visitor are limited to: i) attending, presenting or exhibiting at conferences; n) work lasting not greater than seven (7) days for a journalist, model or photographer on an assignment for an international publication or for international electronic media; or a religious official, photographer or entertainer to provide services to a private wedding party or private function; or an entertainer(s) for a convention/conference, private function or local festivals; advisers, consultants, trainers, and trouble shooters provided that they are employed abroad, directly by the same company (or group of companies) to which the Bermuda client belongs but that (i) the services of such business visitors does not extend to clients of the Bermuda business and (ii) the training is for a specific, one-off purpose; s) sports professional(s) or professional team(s) who will be participating in a tournament or sporting event (providing that they are not compensated)

49 Short Term Work Permits Short Term Work Permits will be granted to individuals to perform any type of work but the employer must first advertise the position. An automatic exemption from the advertising requirement is granted for Short Term Work Permit Applications where the purpose of the application is to: extend, for up to six months, an existing Short Term Work Permit of a person who is leaving Bermuda after the expiry of the Short Term Work Permit; or provide services or entertainment to a private wedding function; employ featured act entertainers for a public event performing for a single period of 14 days or less or an entertainer(s) for a convention/conference; or utilise someone for a non-profit organisation, a registered charity or a religious institution, such as a coach or teacher of sports, clergy, a speaker or a musician or entertainer for a period greater than 60 days; or land sports professionals or a professional team who is participating in an event for a single period of 14 days or less $608 short term work permit