Under the slogan ‘Bermuda – so much more’ the new initiative will focus on Bermuda’s culture, traditions and history. *Photo supplied
Under the slogan ‘Bermuda – so much more’ the new initiative will focus on Bermuda’s culture, traditions and history. *Photo supplied

THURSDAY, AUGUST 16: A multi-million dollar media campaign to attract more visitors to the island has been unveiled by government.

Under the slogan ‘Bermuda – so much more’ the new initiative will focus on Bermuda’s culture, traditions and history.

And the $4.8 million multi-media project has been designed to promote the island as an all-year-round destination.

Tourism Minister Wayne Furbert said the campaign marked a ‘new day for Bermuda tourism’ and would re-energize the industry.

He added: “The “Bermuda - So Much More” campaign will communicate in a fresh and exciting way that Bermuda offers not only a breathtaking island with natural beauty, but also a nearby, culturally rich, history-infused escape with a variety of things to see, do and enjoy in all seasons, 12 months of the year.”

The new campaign was developed by the Bermuda Department of Tourism together with its new North American advertising agency Fuseideas.

It has involved Bermudian actors and models and will be publicized across the US, Canada and Europe through television,  newspapers, the internet, social media and on radio.

The new brand launch also includes direct marketing via E-Newsletter and e-mail blasts.

Maxwell Burgess, chairman of the Bermuda Tourism Board, said that the campaign had been developed to create an ‘iconic and lasting brand for Bermuda.

He added:” This is an extremely well thought-out campaign based on consumer profiling that helped us gain a deeper understanding of the Bermuda customer than ever before

“We were able to fully define target segments for Bermuda’s best customer prospects and develop a campaign that is based on research and concept testing with representative consumers in our core geographic markets.”

Cindy Hale, President and Chief Creative Officer at Fuseideas, said: “The idea behind ‘So Much More’ ultimately came from the citizens of Bermuda.

“Speaking to those involved on the front lines of the tourism industry – taxi drivers, hotel clerks, waiters and others, and conducting formal and non-formal interviews led us to understand there was a strong desire among Bermudians to tell a greater story about their home.”