The Bermuda Dept. of Tourism wanted to reposition the islands as a hidden vacation treasure to East Coast urban professionals, all just a quick plane ride away.
Our strategy was to feature the perspectives of real Bermudians - people who can give you an "insider" look at unique and special places. We developed a promotional website that took the visitor off the typical tourist track. Additionally we proposed a mobile scavenger hunt as a sweepstakes targeted to US metropolitan areas that would allow the participants to receive private travel deals, promotions, etc.
