I was delighted to catch up with Jamari A. Douglas, of the Bermuda Tourism Authority. Jamari has worked to position Bermuda as an attractive, convenient (about 45 minutes from New York) destination for adventurers, culture-seekers, beach-lovers, and corporate clients seeking ideal retreat locations.
Jamari and I discuss the Bermuda Tourism Authority’s current marketing strategies and tactics, including collaborations with JetBlue and an hourglass installation in New York’s meatpacking district. We chat about the success of this activation, target personas, and touch upon the power of experiential marketing, authenticity and cultural immersion, with Jamari endorsing the unique experiences that give visitors a taste of Bermuda’s culture and hospitality.
Discussion points include:
- How the idea of installing a pink hourglass in the meatpacking district originated, and how it was amplified by paid and organic social media.
- How “The House of Bermuda” – an installation in the penthouse of a Hoxton Hotel – drove home the idea of Bermudian hospitality.
- The organization’s partnership with airline JetBlue.
- Using travel time as a selling point to show target audiences that Bermuda is closer than many traditional local recreational destinations (e.g. The Hamptons).
- Personas useful in Bermuda’s marketing, including adventure seekers, culture enthusiasts, jet setters, golden boomers, and active families.
