The Bermuda Department of Tourism hires Rooster for sales and marketing brief

The Bermuda Department of Tourism has handed its sales and marketing brief to Rooster PR.

Pink sand beaches: Bermuda
Pink sand beaches: Bermuda

The travel specialist has handled PR for the country for the past two years. This work will continue, but the agency now adds sales and marketing to its remit following a competitive pitch. The contract is worth six figures, and is initially for 12 months. The agency’s brief is to drive a 25 per cent increase in visitors to the island.

Rooster will position Bermuda as the UK’s closest paradise island (only a six-and-a-half hour flight from London) and will point out the fact it is Britain’s oldest colony. It will also promote the island’s signature pink sand beaches.

Immediate initiatives include a taxi campaign featuring pink taxis driven by ambassador drivers who have experienced the island first hand. This will be followed by a UK roadshow in April.

'Bermuda is aggressively expanding its presence in the UK and Irish markets through the implementation of significant PR and marketing initiatives in 2010/11,' said William Griffith, director of tourism for Bermuda Department of Tourism.

‘Rooster has played a key role in raising the profile of the island over the past four years and we are excited to build on our relationship with the agency using a strategic mix of marketing and PR activity,’ he said.

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