US magazine tie-in to boost tourism

  • Tourism tie-in: a Bermuda image on the front cover of the Atlanta edition of the US-wide Modern Luxury magazine. The island was also featured on the front cover of the Washington DC and California editions (Photograph supplied)

The Bermuda Tourism Authority has partnered with an American publisher on a multi-platform marketing programme that highlights the island’s cultural side in 16 US markets.

The partnership with Modern Luxury magazine includes a fashion photoshoot for the magazine’s print and online editions that shows off some of the island’s finest cultural treasures like Chapel Lane and the Unfinished Church in St George’s, a Unesco World Heritage Site, according to the BTA.

It said models are seen dancing with Bermuda Gombeys at Spanish Point, not only in the magazine coverage but in a behind-the-scenes video, which features Bermudian-produced music.

While the photoshoot appeared in more than a dozen cities across the United States in April, May and June issues, Bermuda images were chosen for the covers of the magazine in the Atlanta, Washington, DC and California markets.

The BTA said this is useful for the National Tourism Plan goal of growing leisure air arrivals, including African-American travellers.

“This content will resonate with all experience enthusiasts, African-Americans included,” said Glenn Jones, chief experience development officer at the BTA. “Our research shows black travellers in our target segments are most often a subset of experience enthusiasts which, from a marketing perspective, means the cultural aspects of Bermuda are the right lever for luring this audience.

“With the images, video, and music, our marketing team guided Modern Luxury to a cultural sweet spot with this partnership, especially in Atlanta and Washington, DC where there are high numbers of African-Americans that fit our target consumer profile.”

Among the 16 cities where the content is appearing are Atlanta, Boston, Chicago, Dallas, New York City, Philadelphia, San Francisco and Washington, DC. The BTA said those defined as focus or nurture cities in the National Tourism Plan.

The Modern Luxury partnership extends to social media, e-mail marketing and native articles on the publisher’s websites. Content built around Bermuda Summer Fridays, destination weddings and girls’ getaway weekends are also planned. Event integrations are also in the works in key feeder markets, the BTA said.