Bermuda Rebrand
My role | Creative Direction | Brand Strategy | Design | Logo Development
Bermuda is diverse, friendly, sophisticated and affluent. Bermuda's got swagger.
The time is right for stories of humanity, culture, history and the local experience. Travelers want opportunities to immerse into local cultures – to truly feel the soul of a place, and maybe even learn something new about themselves or their world.
The new positioning and campaign aim to strip away the old imagery of wealthy white couples at dinner, and show the real Bermudian experience. “The Bermudian Way” is the big-picture, behind-the-scenes concept that will guide Bermuda’s tourism brand for years to come. It’s an integral part of the brand identity. We want to challenge travelers to get off of the resort beaches and explore the cities, towns, food and culture.
Honored to receive three platinum Viddy Awards for the campaign film:
🏆 Non-Broadcast, Short form Web Videos < 3 Minutes, Travel/Adventure
🏆 Non-Broadcast, Short form Web Videos < 3 Minutes, Culture/Lifestyle
🏆 Non-Broadcast, Non-Broadcast Creativity, Videography
Honored to receive two HSMAI Awards:
🏆 Silver Award – Integrated B to C Campaign
🏆 Bronze award – Advertising Brand Campaign
The evolution of the brand was more about resetting the image of the island, and less around the logo itself. The brand guide and voice and tone guide are rich with guidance and visual direction.
Lost Yet Found Campaign
The main goal of the campaign is to leverage themes of authenticity and curiosity to create a tourism campaign that shifts the narrative about who and what Bermuda is. And to help travelers escape their normal by instilling a sense of discovery, inciting curiosity and leaning into the mystery. The rebrand was supported by a digital, social, experiential and video campaign across multiple platforms and brand activation experiences. It targeted four main traveller demographics paired with specific island activities to yield high interaction and reposting.
The time has come to embrace the triangle. The shape inherently provides a compelling graphic container to show off the island.
Custom TSA Security Bins
Bermuda rolled out a series of custom TSA Security bins in three markets on the east cost. The markets were chosen based on their proximity (within two hours) of Bermuda, but had historically lower arrivals into the country. Due to the nature of travelers familiarity with typical grey bins, we chose to commission highly visible custom pink bins to create intrigue as travelers approach the checkpoint.
The tray cards rotate between two photographs and a variety of cheeky messaging that challenges viewers to rethink what they know about Bermuda.
Traveling Immersive Video Experience
The Bermuda Tourism Authority brought a glass truck to Boston giving people an immersive look at everything the island has to offer if you’re looking to travel there this winter. Users are welcomed into the truck and are given clues to find three words hidden in the video. When users find them, a BTA representative captures their information, enters the words, and enters them to win a free trip to Bermuda.
The Brand Launch Film
The video aims to Incite curiosity and suggests there’s a whole nations’-worth of experiences waiting to be discovered. It leans into the mystery of the Bermuda Triangle. It suggest the experiences lead to a deeper meaning and discovery. The film was shot over 4 days in Bermuda and follows the story arc of three different groups and their genuine experiences and discoveries on island.
We worked with our fantastic partners, Burnt House Productions who are a team of insanely talented filmmakers and photographers to create this piece. They are local to the island and brought a wealth of knowledge to the production that was invaluable to its success. We worked side by side with them, bouncing creative off of each other to land on a film that truly embodies the brand essence.
To date, the video has received over 8 million impressions via social, programmatic and CTV.
