Bermuda is more than pink sand beaches, turquoise waters and golf courses — actually "So Much More," its new slogan declares.
As part of an initiative to reenergize its tourism industry and develop an iconic and lasting brand for Bermuda, the Department of Tourism developed a $4.8 million, multimedia branding campaign to spread the message that the island has lots to offer its visitors, including culture, history and interactions with the locals.
"The new campaign marks the beginning of a new day for Bermuda tourism," said Wayne Furbert, minister of business development and tourism.
"It is a day which will bring new demand for the destination, build national pride in what we have to offer and deliver impactful results," he said.
Highlighted by a new logo featuring the "Bermuda: So Much More" slogan, the campaign is the culmination of months of research that reflects the direction of the recently introduced National Tourism Master Plan.
"The plan helped provide a roadmap for our strategic path on this campaign," Furbert said.
"Not only will the plan help define the consumer's vision of the destination, but it also will be a key component in our effort to re-energize and refocus Bermuda's entire tourism industry," he said.
The aim of the campaign is to communicate that Bermuda offers natural beauty as well as "a history-infused escape with a variety of things to see, do and enjoy all year round," according to the minister.
Components of the campaign include promotion of Bermuda's key tourism segments, as identified in the National Tourism Master Plan, including leisure and entertainment; beaches and nature; culture; sports and golf; nautical activities targeted at leisure and cruise visitors; business travel; and meetings and incentive groups.
Travelers will be encouraged to visit key destination hubs of St. George's World Heritage Site and St. David's Island, Hamilton, the south shore area and the Royal Naval Dockyard as well as offshore sites and off-the-beaten-path areas.
Maxwell Burgess, chairman of the Bermuda Tourist Board, said that the campaign "is based on months of consumer profiling to gain a deeper understanding of the Bermuda customer."
"We defined target segments for Bermuda's best customer prospects and developed a campaign based on research and concept testing with consumers in our core geographic markets," he said.
Input from and interviews with the people of Bermuda in the front lines of the hospitality and tourism industry, such as taxi drivers, hotel clerks, waiters, bellmen, shop workers and others, were key elements in the development of the campaign.
"The human moments and experiences when a taxi driver shows a visitor his favorite spot for fish chowder or when the person on the street stops to give directions and help a visitor find his way are what help make Bermuda an incredible destination with much to offer," Burgess said.
Actors and models from Bermuda were used for many of the images in the campaign.
An iconic and much-loved local song titled "Bermuda Is Another World" also is used to tell the island's story.
The campaign is running on TV, radio, print and online in the U.S., Canada and Europe and is integrated within social media channels.
Follow Gay Nagle Myers on Twitter @gnmtravelweekly.