Tourism had been declining steadily for over a decade. Even worse, fewer and fewer people were wearing Bermuda shorts.
Known for pink sand beaches and little else, Bermuda faced a decade of declining air arrivals. Yet an extremely high repeat visitation rate (over 65%) revealed a powerful magnetism in this destination. Many repeat visitors named cuisine, arts, history, and other elements as factors behind their decisions. We needed to realign consumer perceptions and prepare visitors for an experience beyond their imaginations.
Driven by research and an intensive brand strategy, the “So Much More” brand campaign would resonate with visitors while evolving over time. A year-one launch was able to dispel myths about Bermuda. This was followed by a more personalized, interest-driven approach that encompassed print, TV, digital and social media. The results made a splash with a 12% leisure visitor increase seen in the first year alone.