Bermuda Tourism was looking to refresh its marketing and advertising in the key Eastern travel markets where they were facing stiff competition from other Caribbean destinations. The island had invested significant dollars in updating all restaurants, hotels and resorts and needed to properly represent the face-lift. The project included looking at all mediums and consulting on the implementation of new messaging across every channel including all consumer touch points. The goal was
to establish a centralized marketing process that integrated and linked
all marketing communications.
Media review initiated to ID key publications and markets
Assist in selecting new centralized call center to “hot link” to local travel agents
Refresh and renew brand essence
Develop proprietary marketing database for tracking all customer communication
Comprehensive collateral program representing major properties and integrated direct marketing program tied to web experience
Initiated “thank you” and “anniversary” mailings to promote island
Increased in-bound booking by over 100% in first 12 months
Lifted return travel percentage among initial visitors to 92%
Revenue fast approaching $1 billion
This work was led by RightMinds Executive Vice President Jim Harenchar during previous employment.
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