New York, NY–The Bermuda Tourism Authority (BTA) announced in a press release the launch of Lost Yet Found campaign, a multimedia marketing initiative that highlights Bermudian experiences, enticing visitors to dive deeper into the island’s culture.
The release notes that Lost Yet Found leans into the mystery of Bermuda. It doesn’t give everything away — it invites people to find Bermuda for themselves and to find the activities, people, cuisine, and experiences that speak to them.
“Lost Yet Found is pure Bermuda,” said Jamari Douglas, the BTA’s Vice President of Marketing, PR & Communications, in the press release. “Our agency is led by a Bermudian, our BTA Marketing team is mostly Bermudian, the production was shot by Bermudians, and the video talent is all Bermudian.
“With the support of our international partners, we worked to create a campaign that is authentic to the Bermuda experience.”
Led by Bermuda-born
Proverb, the Boston-based brand agency for BTA, is led by Bermuda-born Daren Bascome. Of the campaign, Bascome said in the release, “Our goal for our work with the BTA was to create a brand for Bermuda that captured the abundant character of our small country. As much as it is a travel campaign, we’ve also seen it as a nation-branding exercise.”
The campaign was built around extensive research and data which showed that potential visitors are seeking authentic experiences in the destinations they visit — and that Bermuda is well-positioned to provide those experiences. The BTA intends to utilize this campaign to drive visitors to the island in line with organizational objectives as outlined in the National Tourism Plan.
The campaign will be rolled out in the coming months with both digital and out-of-home placements being secured in key markets such as New York, Toronto, and Miami. Additionally, there will be a focus on attracting a new demographic to Bermuda with a focus on secondary markets such as Dallas, Vancouver, and Atlanta.
Read more in this release.