Do YOU think pink?

A mystery campaign to get Bermuda in the pink is a guerilla-style effort by tourism chiefs to get island residents thinking about what the island offers guests.

Pink bus shelters and even a pink Gibbs Hill lighthouse and City Hall in Hamilton have all be drafted in to help the “More Pink” campaign, the brainchild of the Bermuda Tourism Board.

Stylised versions of the word “more” have also been cropping up on pavements around Hamilton, leaving onlookers scratching their heads.

An insider said: “It’s a campaign, more a movement, about re-engaging Bermudians – we know that the slogan is  Bermuda — so much more’. That’s what we’re exploring this week —  the ‘more’ of Bermuda. 

“It’s all guerilla tactics designed to engage Bermudians and get a conversation going and to get people on social media talking about what’s going on. 

“We want Bermudians to become engaged and talking about that ‘more’ and what it means to be Bermudian, what makes us unique. It’s a local campaign for residents.”

The longtail sculpture at the east end of Front Street has also been lit up in pink and international businesses ACE and Bacardi on Pitts Bay Road have also promised to get in the act by lighting up their buildings in Bermuda pink.

Earlier this week, bus shelters on the way into the city were swathed in pink fabric, while Crow Lane roundabout fixture Johnny Barnes wore pink shorts to help publicise the drive.

An art installation featuring giant pink flops also popped up at the roundabout at the entrance to the international airport — although a couple of the supersized sandals have since gone missing in action.

The campaign is also targeting events around the annual Cup Match, which is less than two weeks away.

The campaign is being masterminded by advertising agency AAC Saatchi & Saatchi.

A spokeswoman said: “The idea is to get people interested and excited and also to just make them feel good and happy. More will be revealed later this week.

“It’s to start a conversation with the community about what it means to be more. We’re getting a lot of comments on social media and that’s exactly what we wanted.” 

For more, check out Facebook page More Pink Bda.