Bermuda Tourism appoints AOR (Score 23)

Sales lead: Reach out to offer ad space & agency assistance.

• Bermuda Tourism (BT) selected BerlinRosen as its NA PR & advertising AOR. 
• The agency will handle earned media, influencers, advertising, digital, branding, campaigns, and design. 
• The partnership is set for three years. 
• This appointment follows Bermuda lifting Covid-19 travel restrictions last November. 

Target demographic: Gen-Xers

The company will likely:

• Ramp up ad spend
• Release new creative work/launch an ad campaign
• Continue reviewing the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: BT has not allocated a significant budget toward national TV ads so far this year. 
• 2021-2022 spend: Full-year spend increased by 10% from $117k in 2021 to $128.7k in 2022. 
• Ad programming: It placed ads during programming such as PGA Tour Golf, Track and Field, American Ninja Warrior, The Price Is Right, and 2022 TOUR Championship. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BT spent approximately $105.3k on digital display ads YTD, a 33% decrease from $158.2k spent in this channel during the same time period of 2022. 
• YTD data: 12.3m impressions via Facebook (46%), desktop display (26%), mobile display (7%), desktop video (4%), and YouTube (1%).
• 2021-2022 spend: Full-year spend increased by 38% from $416.9k in 2021 to $575.3k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, outsideonline.com, msn.com, and cagesideseats.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as yogajournal.com, backpacker.com, bloodyelbow.com, vegetariantimes.com, and serebii.net. 

Additional channel insights  

• Vivvix: BT also invests in print and local broadcast. 

Agency analysis:

• Opportunity: Agency appointments commonly follow one another, so reach out now to be top-of-mind. 
• Current roster:
  • Miles Partnership: media buying
  • Verb: digital 
  • BerlinRosen: PR & advertising AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.