Visit Bermuda creates event series to activate America’s Cup engagement

As the home of the 35th America’s Cup 2017, presented by Louis Vuitton, the Bermuda Tourism Authority is launching integrated partnerships and promotions to introduce a wider audience to the island. The “Race to Bermuda” in 2017 started this weekend with the Louis Vuitton America’s Cup World Series event in Portsmouth (23-26 July). As a part of its activation, agency PS Live has been deployed to engage with visitors at Portsmouth via an experiential stand

In the lead up to Portsmouth’s huge celebration of sailing, the BTA has been working with its partners to harness the excitement by engaging UK consumers. Cup enthusiasts will be exposed to Bermuda’s heritage and style, invigorating and inspiring experiences, stunning locations, welcoming local culture and authentic island lifestyle.

Combining a variety of travel trade and fashion brand partnerships, direct to consumer campaigns, charity support, media initiatives and social media campaigns, the BTA continues to showcase the destination and its unique selling points.

The comprehensive campaign of initiatives includes:

TravelMole Regatta

TravelMole, one of the largest online travel trade news sites invited leading tour operators to a Bermuda sponsored regatta on the waters of The Solent in Portsmouth. This networking event treated important travel trade partners to a full day of Bermudian hospitality both on and off the water, giving a sample of island life.

Andrew Simpson Sailing Foundation Charity Dinner

The Princess Royal and the sailing establishment kicked off the week in Portsmouth at the ASSF Gala dinner, with the highlight of the auction being a trip to Bermuda for the World Series events in October donated by the Bermuda Tourism Authority and the hotel Elbow Beach www.elbowbeachbermuda.com. Over £6000 was raised for the charity, from the donation of the holiday.

1851 Trust

The 1851 Trust is a UK-based sailing charity which aims to inspire and engage a new generation through sailing and the marine industry. The Duchess of Cambridge is the official patron of the Trust which is supported by Land Rover BAR.The Bermuda Tourism Authority, the Reefs Hotel and Club and Sir Ben Ainslie’s Land Rover BAR are running an initiative to encourage text donations to the charity and entrants stand a chance of winning a five day trip for two to Bermuda for the Louis Vuitton America’s Cup World Series Portsmouth event.

The competition has generated extensive exposure around the city of Portsmouth. It will be promoted across a range of channels including outdoor, print, online and social, in the build up to the Portsmouth event, and on outdoor screens during the event. Elements of the campaign will run until July 31, 2015.

Fashion and Travel

Fashion house Henri Lloyd and the BTA teamed up to marry fashion and travel through a promotional partnership. Bermuda will be on display through Henri Lloyd stores, online promotion, activation in the Portsmouth event Fanzone, as well as at the Clipper Round the World Yacht event in London’s St Katherine’s Docks on August 30, 2015.

In return, Henri Lloyd is offering their customers the opportunity to win an exclusive trip of a lifetime to the home of the 35th America’s Cup – Bermuda. The incredible prize includes two return economy flights from London Gatwick to Bermuda, five nights’ accommodation at the Cambridge Beaches Resort & Spa, (www.cambridgebeaches.com) a sailing excursion and a Henri Lloyd holiday wardrobe worth £500.

Bermuda in Portsmouth

As home of the 35th America’s Cup in 2017, Bermuda will also host the Louis Vuitton America’s Cup World Series event in October of this year. It was therefore logical for Bermuda to have a footprint at the Portsmouth event to promote the island as an active holiday destination and for the events in October and 2017. The experiential stand, deployed for Visit Bermuda by agency PS Live is located in the Fanzone area of the Portsmouth event. It includes an Instagram image wall, interactive iPad game, touch screen technology and a fun green screen set-up with the photos produced being shown on the large CCTV screens around the event to wish the teams good luck (and e-mailed to the participants to share on social media). The objective is to reach consumers with Bermuda’s key messages, their sailing heritage and involvement in the Cup.

Co-branded bars with Goslings Rums

Gosling’s Dark Rum provides the main ingredient for Bermuda’s national drink, the Dark ‘n Stormy®, which will be introduced to America’s Cup fans everywhere during two years of international events. Gosling’s has been named the Official Rum and Official Ginger Beer of the 35th America’s Cup, which includes two years of Louis Vuitton America’s Cup World Series events, building up to the final races to be staged in Bermuda in 2017.

As an Official Partner of the America’s Cup, all of Gosling’s unique products will be available at official America’s Cup events and functions around the world, beginning with the Louis Vuitton America’s Cup World Series Portsmouth, on the south coast of England, this weekend, where the Goslings Rum bars will be co-branded with Bermuda.

Golden Tickets

The organisers of the America’s Cup World Series in Portsmouth also turned to the Bermuda Tourism Authority for an initiative to encourage spectators to join the festivities in Portsmouth and Bermuda. A Bermuda competition in the Times + will offer online subscribers (400,000+) a four day holiday for two to watch the Louis Vuitton America’s Cup World Series Bermuda event in October.

Interviews with Sir Ben Ainslie

Bermuda Tourism Authority hosted a media round-table including Superyachts.com and Tatler magazine at the opening of the Ben Ainslie Racing Headquarters

Key media were invited by the BTA to a media briefing by the Land Rover BAR team earlier this month in Portsmouth. Tatler magazine and Superyachts.com were afforded the opportunity of a round-table discussion with Sir Ben Ainslie. On July 20, 2015, Tatler published the article below online, marking the start of an on-going relationship with Tatler magazine and the Bermuda Tourism Authority on a range of features and advertorial opportunities.