The Story:
Bermuda Tourism Authority wanted to build consumer awareness in the UK about Bermuda as a luxury holiday destination. The Bermuda Tourism Authority (BTA) promotes Bermuda globally as a world-class destination for travel and tourism investment.
MAG’s overall objective was to deliver an integrated campaign to increase UK travellers to Bermuda by +5%, and room occupancy by +20%.
The Strategy:
The winter “Pink Sale” was the main theme and driver of the campaign activity, which included offering discounts of up to 50% off for holidays to Bermuda.
At the time of the campaign, Bermuda only had UK direct flights only from Gatwick, which limited its potential target audience, and to add to this challenge, MAG only had a 4-week window to dramatically entice potential customers to choose Bermuda as their next luxury holiday destination.
Therefore we used our in-house insights to find the client’s target audience and what media they were consuming and exposed to in order to overcome these challenges:
MAG invested in Experian to build unique UK segmentations, which identified persons in the UK most likely to be interested in Bermuda. We then took the country’s current UK arrivals data and worked with Experian to overlay this, producing unique segments of lookalike profiles of the client’s potential UK customers.
Using the data from Experian, we then also combined mobile and press advertising with digital OOH activity to deliver the campaign. It served a large but tailored audience with personalised and effective advertising messages.
The Results:
11% increase in UK visitors to Bermuda from the previous year.
increased YOY for Room Occupancy from the UK.
increased duration of stay and room nights year on year.
“BTA has been working with MAG for 5 years now on a number of high-profile, nationwide media campaigns. They thoroughly understand BTA’s marketplace and are consistently innovative in their approach to seeking out and engaging with new and existing customers - this latest vehicle recognition campaign is testament to the creativity and strategic planning skills that the agency has to offer. MAG’s dedication and their ability to transform these creative concepts into successful media campaigns that deliver valuable ROI make them an intrinsic part of BTA’s marketing efforts”
— BERMUDA TOURISM AUTHORITY
