Bermuda is just two hours from New York City, and easily accessible by plane. Known for its pink-sand beaches, the island’s beauty must be seen to be believed.
However, in 2019, Bermuda tourism had taken a dip with the number of people visiting by plane down 6% YOY.
To educate people about the island and inspire them to book a trip, we needed to showcase Bermuda’s unique attractions and attract our target audiences of families, friends and couples.
Our solution was “Bermuda Pink,” a combined digital microsite and print campaign highlighting everything the island had to offer.
Our microsite contained content revealing how families, friends and couples can experience the magic of the island.
Each content pillar – Family, Friendship and Romance – contained a listicle, article and slideshow created by travel and fashion influencer Wendy Nguyen (who has more than 1.1M Instagram followers) and local photographer/artist, Meredith Andrews.
Content included articles on everything from “The Best Spots in Bermuda to Dine with the Kids” to “The Couples’ Guide to Dining Out Morning, Noon, and Night”.
We hosted the microsite on Travel & Leisure, one of our target’s favorite travel magazine titles, and pushed traffic via sponsored social posts. We also drove traffic via DEPARTURES and Food & Wine.
In Travel + Leisure and Food & Wine print editions, we placed high-impact advertorials – featuring eye-catching translucent acetate overlays – pushing traffic to gotobermuda.com via QR codes.
We launched the campaign with an exclusive invite-only party at the prestigious Roxy Hotel in New York, with cocktails and Bermudan music. It was attended by influencers, members from the Bermuda Tourism Authority, and select readers of The Luxury Group at Meredith.
In total, the microsite received nearly 185K total combined page views, and 47.4k clicks. It had an average read time of 72 seconds, a +6% lift over the Meredith benchmark (68 sec).
Display ads delivered a CTR of more than +67% the industry benchmark.
Wendy Nguyen’s Bermuda Instagram posts received 58,040 likes. Her most popular post from the campaign received over 16,000 likes – way above her general post average of around 10,000 likes per post.
Engagement on her content included comments such as “Love Bermuda. Can’t wait to get back it’s stunning”, “Currently adding Bermuda to the bucket list!” and “Take me...take me here now!!”.