Bermuda Tourism Authority chief Bill Hanbury has disclosed a new strategy for the authority, which will focus greatly on online advertising.
Hanbury said 82 percent of the authority’s advertising was online in this year’s second quarter compared to 56 percent in the first quarter, when tourism advertising was still the responsibility of the Bermuda government.
“We’re going to invest in brand building for the long term embracing social media more than ever before,” Hanbury told the Bermuda Royal Gazette. “As a country, Bermuda has a tremendous about of data available to it — we just haven’t used it.”
The authority is also moving away from print ads and upping search engine ads. The country is also adding customized web pages to target specific groups like families, “urban adventurers” and “empty nesters.”
Bermuda wants to promote the Island as a year-round destination and an “Atlantic destination”, with shorter flight times from key markets like the US, Canada and UK than many Caribbean islands.
