The Bermuda Tourism Authority is inviting travellers to discover the true wonders of the island with its multimedia marketing initiative.
Announced on Thursday, the Lost Yet Found campaign highlights the experiences Bermuda has to offer and entices travellers to delve deeper into its culture. In this way, the Bermuda Tourism Authority aims to shed light on the Bermuda way of life and make a holiday on the island a more rewarding journey.
Lost Yet Found leans into the mystery of Bermuda and encourages tourists to discover the territory for themselves, seeking out experiences, activities, people and cuisine that appeal to them. And it celebrates the best part of Bermuda as its people.
“Lost Yet Found is pure Bermuda,” comments Jamari Douglas, vice president of marketing, PR and communications at the Bermuda Tourism Authority. “Our agency is led by a Bermudian, our BTA Marketing team is mostly Bermudian, the production was shot by Bermudians, and the video talent is all Bermudian. With the support of our international partners, we worked to create a campaign that is authentic to the Bermuda experience. We want our visitors to enjoy the joy and magic that every Bermudian does — all the things that make us the unique, world-class destination that we are.”
Bermuda’s Lost Yet Found campaign follows extensive research which showed that possible tourists are looking for authentic experiences in the destinations they visit, with the island being well-positioned to meet their expectations. The Bermuda Tourism Authority aims to encourage visitors to the island through its campaign with organisational objectives as outlined in its National Tourism Plan.
Daren Bascome, leading the campaign at Proverb brand agency, said: “Our goal for our work with the Bermuda Tourism Authority was to create a brand for Bermuda that captured the abundant character of our small country.
“As much as it is a travel campaign, we’ve also seen it as a nation-branding exercise. Travellers want the real and authentic, so featuring the unique sights, sounds, smells, tastes, and temperaments of the island felt distinctly important. Our campaign centres around the promise of discovery and originality – something for everyone who wants to get lost yet found.”
The Bermuda Tourism Authority will roll out its Lost Yet Found campaign in the coming months with both digital and out-of-home placements being secured in key markets including Miami, New York and Toronto. There will be a further focus on attracting a new demographic to Bermuda with a focus on secondary markets including Atlanta, Dallas and Vancouver. These cities show high interest in travelling to Bermuda, according to research.
Tracy Berkeley, interim CEO at the Bermuda Tourism Authority, said: “The launch of the campaign is great news for Bermuda’s tourism sector. It comes at a crucial point on our strategic recovery journey, providing us with the tools to build awareness, engage the marketplace, and attract the right type of visitors to the island during a critical time of year.
“We are proud of the campaign which offers a stunningly fresh take on Bermuda and exudes authenticity while remaining in alignment with the goals and objectives of the National Tourism Plan. We have employed business intelligence from global, regional, and local markets as part of our strategic marketing and are confident that our data-driven insights will deliver what is needed to push the destination forward.”
Nhuri Bashir and Andrew Kirkpatrick, of creative agency Burnt House Productions, commented: “As an internationally recognised Bermudian-built agency, being tapped to lend our creative insight to promote Bermuda has been an honour. It has been a career highlight to work with the star-studded array of local talent on both sides of the screen. We could not be prouder of the authentic voice that the collective has delivered through Lost Yet Found.”