Bermuda eyes short-term and long-term with tourism marketing plan: Travel Weekly

As tourist destinations begin to rebuild in a Covid economy, one island is repositioning its brand story for its international travel market.

The Bermuda Tourism Authority entrusted this mission to Daren Bascome, founder and managing director of Proverb, a creative agency based in Boston.

The strategy will leverage research with the goal of helping Bermuda differentiate itself from competitors and attract travelers as a year-round destination, according to Bascome.

“We’re helping craft a new storyline, focused on who Bermudians are and what we have to offer,” Bascome said. “We will combine data and personal stories to guide the next story of Bermuda for travelers.”

I spoke with Bascome, a Bermudian by birth, about the timing of this project, especially since countries around the world seem more focused on tackling the rise of Covid and variant cases than on rebranding of their message.

“Bermuda is a place of rich history, natural beauty, vibrant culture and meaningful community,” Bascome said. “I am thrilled at the opportunity to help shape and develop Bermuda’s story to inspire visitors.

“I see this as an important opportunity to reintroduce Bermuda to those who know it and to those who don’t, and for Bermuda to take this time to reset where it wants to be in the short and long term and to answer the question of, where does Bermuda want to be in 10 or 15 years?

Data is a big part of the project, according to Bascome, and the team is integrating local narratives as well as international expertise to provide recommendations to guide the island’s tourism strategies over the next few years.

“We are looking at existing perceptions of Bermuda as well as the country’s strengths and weaknesses,” he said. “We are building on the island’s strategic plan for tourism, and focusing on how to amplify Bermuda in the minds of visitors to drive its evolution as a world-class tourist destination in a post recovery. -Covid.”

Charles Jeffers II, Managing Director of the Bermuda Tourism Authority, said “a fresh approach to how we engage not only our potential and repeat visitors, but also our local stakeholders, the community and Bermudians around the world” was “essential to the re-establishment of Bermuda as a destination”. .”

He said the people and culture of Bermuda would be the focus of the Bermuda Tourism Authority’s marketing efforts.

Look for project results by the end of the year, according to Bascome.

Correction: Daren Bascome, Founder and CEO of Proverb, a Boston-based creative agency. His name was misspelled in an earlier version of this article.