Effective March 2015, MMGY begins a comprehensive onboarding process with BTA and a detailed transition process with Fuse Ideas, Bermuda’s advertising agency since April 2012.
HAMILTON, BERMUDA – The Bermuda Tourism Authority (BTA) has selected MMGY Global, an agency recognized for its deep experience in travel marketing, to be its advertising agency partner. There was avid interest from the agency world in vying for the Bermuda business. MMGY was selected after a thorough process that included the review of more than 20 written proposals and evaluation of five finalists that made in-person presentations.
The field was very competitive and the pool of talent was impressive. Each finalist made the investment to visit and experience the island prior to the final pitches.
Victoria Isley, BTA’s Chief Sales & Marketing Officer shared, “It’s no secret the challenge Bermuda has to turn the tide of visitation and economic development through tourism. Our objective throughout this process was to surface the best partner to generate demand for travel to Bermuda and impact spending on-island. We sought a true partner that understood the challenges as well as the opportunities to make Bermuda stand out in today’s highly competitive global marketplace. The review panel was impressed with MMGY’s deep understanding of capturing the essence of a destination to ultimately drive demand and visitation. MMGY clearly demonstrated they will be a real team player with the BTA and Bermuda.”
“There are few destinations anywhere in the world that offer this combination of varied experiences with top echelon service and product. Bermuda is iconic and we are excited to help bring a new marketing ethos to how its brand connects with long-time aficionados as well as a new generation of travelers,” said MMGY CEO Clayton Reid.
MMGY Global is an integrated global marketing firm with more than 35 years of experience in travel, hospitality and entertainment industries. With offices in Kansas City, New York, Orlando, and Madrid, MMGY serves many of the world’s premier travel and tourism brands, including destination promotion boards, attractions, lodging, transportation and technology partners. MMGY provides comprehensive research, branding and measurement solutions as well as strategy and support in paid media, interactive development, mobile, social media, promotions, public relations and CRM. The agency is also the author of the widely acclaimed MMGY Global Portrait of American Travelers and travelhorizons.
With the BTA, MMGY’s scope of work includes:
- Strategic, research-based creative strategy and recommendations
- Direction and budgeting for capturing new creative assets and securing/editing existing assets to accompany recommended strategies and programs [dependent upon total budget and plan]
- Development and production of results-driven creative (online, print, video, mobile, etc.) to support overall media strategy
- Production of various creative concepts and delivery to media vehicles as required
- Promotional planning and execution (speed to market is important)
- Integration of appropriate research programs and analytical tools to measure and report on the impact of executed media strategies and tactics
- Frequent and regular communication with in-house team and other partner agencies (social, public relations and global representation firms)
- Media planning and buying.
Effective March 2015, MMGY begins a comprehensive onboarding process with BTA and a detailed transition process with Fuse Ideas, Bermuda’s advertising agency since April 2012. This marks the end of the contract agreement that was transferred to the BTA from the former Bermuda Department of Tourism.
When the Request for Proposal was posted publicly in November 2014 it was very specific about the BTA’s marketing vision, educating interested parties on the need for “an experience that is distinctly Bermudian throughout the entire year. We are NOT in search of a tagline, or just the next ad campaign. We are in search of a movement – a comprehensive creative rallying cry that inspires participation and engagement by all of Bermuda’s partners. Destinations succeed best when the Destination Marketing Organization, its travel industry partners and residents are active advocates and collaborators that help spread the word.”
Photo caption: Hamilton, Bermuda.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
