The highly sophisticated platform allows Bermuda’s eye-catching creative which reads “Hello Bermudaful” to reach drivers of prestige cars. The personalised messages are activated when cars valued at more than £40,000, and which are less than four years old, drive in close proximity to the advertisements.
Media Agency Group’s (MAG) latest innovation has seen Bermuda Tourism propelled into the spotlight once again with a new multimedia campaign utilising the latest digital advancements in mobile and out of home.
This is the travel industry’s first ever campaign using vehicle recognition; the technology actively collects data to deliver personalised messages to specifically-targeted consumers which has allowed the tourist board to reach an extremely targeted, affluent audience of future holidaymakers.
The highly sophisticated platform allows Bermuda’s eye-catching creative which reads “Hello Bermudaful” to reach drivers of prestige cars. The personalised messages are activated when cars valued at more than £40,000, and which are less than four years old, drive in close proximity to the advertisements.
MAG has planned and executed a number of highly successful campaigns for Bermuda Tourism over recent years which have all seen premium placement and effective content strategy, and this latest campaign sees the tourist board become the first travel brand to use this state-of-the-art vehicle recognition technology.
This incredibly creative and cutting-edge activity is part of a wider multimedia campaign, which is live throughout the winter period, and complimented by national press advertising in extremely prestigious titles. The strategy has also involved dynamic, interactive and highly engaging mobile display advertising, which encourages web-users to “rub out” the advertisement in order to reveal a special holiday offer.
Bermuda’s “Pink Sale” has been the main theme and driver of the campaign activity, which inspires potential holidaymakers to make the exotic and enticing islands of Bermuda their ideal holiday destination in 2017. As January is a vital time for summer holiday bookings, MAG and Bermuda have strategically timed the advertisements to take advantage of consumers’ receptiveness to holiday offers and deals.
John Kehoe, Managing Director of Media Agency Group, said: “This latest campaign with Bermuda Tourism highlights the truly versatile nature of digital out of home advertising and the incredible potential that new technologies and innovations carry for the industry as a whole.
“Bermuda required a campaign that delivered minimum wastage and maximum relevance – by tapping into vehicle recognition tech we’ve been able to target an ideal audience and ensure that they are served with personalised, effective advertising messages.
“We’re proud to be continually working alongside such a prestigious brand that is open to exploring new and exciting marketing solutions, and we look forward to pushing more boundaries with Bermuda in the near future.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
