Bermuda Tourism Authority Rebrand
Reimaging the brand to showcase the real Bermuda
new brand. same bermuda.
The Bermuda Tourism Authority (BTA),
the official Destination Marketing Organization for the country of Bermuda, tasked Proverb with a research and brand positioning exercise to help drive Bermuda’s evolution as a world-class travel destination.
OVERVIEW
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Client
Bermuda Tourism Authority
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Location
Bermuda
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Services
Brand Guidelines, Campaign Development, Messaging + Brand Positioning, Research + Strategy, Secondary Imagery Development, Tagline Development
a strategic look into the real bermuda
The rebrand began with a deep dive into the current Bermuda brand. In our research, we discovered four key insights:
- People are looking to “live like a local” not just hit all of the tourist spots
- Bermuda was not top of mind for travelers considering island vacations
- Travelers are unaware that Bermuda has everything they’re looking for in a travel destination
- The Bermuda brand had become unauthentic
The identity associated with the island centers on country clubs, rum swizzle, and pink beaches. That’s been in the market for a hundred years, and while it’s true, there’s a swagger and sophistication that Bermuda hasn’t historically promoted.
Daren Bascome, founder of Proverb Agency
proud is an understatement
We believed that if our key markets knew the real Bermuda that travel intent would skyrocket for the island. Thankfully, our instincts were right. We were proud to raise average spending per visitor by 25% and receive the following awards.
Viddy Awards
Travel/Adventure, Culture/Lifestyle, Videography
Shorty Awards
Campaign by Diverse-owned Businesses, Event & Experiential, Medium-length Video
in the press
good news travels fast
Boston Business Journal
When Bermuda had an identity crisis, the island turned to a Bostonian for help
WheelsUp
Bermuda’s Lost Yet Found campaign lures visitors for a deep dive into the destination’s unique culture
The Royal Gazette
BTA launches new ‘Lost Yet Found’ campaign highlighting island’s hidden treasures