The Brand.
Go To Bermuda tasked us with creating a high-end media campaign in order to build consumer awareness in the UK about Bermuda as a luxury holiday destination.
The winter “Pink Sale” was the main theme and driver of the campaign activity, which included offering discounts of up to 50% off for holidays to Bermuda.
The Story.
At the time of the campaign, Bermuda it only has UK direct flights only from Gatwick (with BA), which limited its potential target audience, and to add to this challenge, we only had a 4-week window to dramatically entice potential customers to choose Bermuda as their next luxury holiday destination.
So we had to find the client’s target audience and what media they were consuming and exposed to in order to overcome these challenges.
The Goals.
Our objective was to deliver an integrated campaign to increase UK travellers by 5%, and room occupancy by 20%.
Our Strategy.
We invested in Experian to build unique UK segmentations, which identified persons in the UK most likely to be interested in a holiday to Bermuda. We then took Bermuda’s current UK arrivals data and worked with Experian to overlay this, producing unique segments of lookalike profiles of UK customers.
Using the data from Experian, we also combined mobile and press advertising with state-of-the-art digital OOH activity to deliver a campaign with minimum wastage. It served a large but tailored audience with personalised & effective advertising messages, displayed on the right online content, including:
You Tube Adverts.
Mail Online .
Online display and video Targeted Emails – With offers and call to action messages tailored to the audiences.
Adventure Travel sites.
11%
UK Visitors to Bermuda Increased by 11% from previous year.
32%
Room Occupancy from UK up by 32% year on year.
35.7%
Duration of stay and room nights up by 35.7% year on year.
