Come To Boremuda

The Department of Tourism has recently launched a new advertising campaign for Bermuda in the UK. Ads such as the one shown here have started appearing in a variety of publications, attempting to lure would-be visitors with promises of "retracing 400 years of civilization" or "exploring the ancient skeletons of a thousand lost ships".

While I hate to criticise the Government for any attempt to try to turn around tourism in Bermuda, this ad does seem a little... well, dull. Where are the multicoloured houses, the white roofs and the smiling people? Are four pictures of an old boat, plus a pleasant, but unexceptional, image of a Bermudian beach, really going to persuade Britons to stump up £800 for a plane ticket, never mind the cost of the accommodation?

Still, at least it's not a picture of Hawaii. I hope.

Comments

[Sunil on 01.02.04 at 07:32]

Well that slogan isn’t going to work. Nobody in Britain would get out of bed for less than a thousand years of civilization.

[Sunil (again) on 01.02.04 at 07:40]

Actually, now you’ve mentioned it, everyone should just go to Hawaii. It’s much nicer.

They have really good beaches, the food is far superior, there’s more to see, stuff is sometimes open, the accommodation is better and cheaper, you look less of a dick in a Hawaiian shirt than in Bermuda shorts, they have cars that are less than 14 years old, and you can hire one.

Bollocks to Bermuda. Go to Hawaii.

[Lizardfish on 01.02.04 at 09:57]

This add is terrible??? A 5 year old could do better with Photoshop!

I am dissapointed to see this! Some of tourism's previuos adds have looked pretty swish, but this... oh dear me.

And next year they will still be wondering why, tourism is dying.

It's not just the cost of the flights, it's the hotels and the food that is also a lot more expensive than the Caribbean.

I say, we cater to a small minority of upper class tourists, revamp some pretty shabby hotels instead of building new ones, introduce car rentals, convert some golf courses into nature reserves, make Bermuda a classier destination, and forget appealing to package holodayers. Our prices will never compete with those of the Carribean, and we should accept that, rather than trying to convince tourists, to come here when they blatantly can't afford to come.

We need to stop trying to expand tourism and actually condense it, to suit a minority. That way it will be more effective.

This I guess, will see the closure of many resorts, but Sonesta is already closed anyway. Keep it closed. Build a entertainment complex there instead. Most people employed in the hotel industry are immigrants anyway, and it wont be hard to find jobs for the Bermudians, if they turn the Southside area in St. Davids into a shopping, restraunt and entertainment center.... followed later by offices...

Sorry for rambling, but I really feel that Bermuda needs to get a grip on reality and start making the island better for locals, and not for tourists.

[Ross Eldridge on 01.02.04 at 11:21]

Oh, naughty me ... I actually like that poster with the 4 images of the Deliverance and the beach (please let it be one of ours!) as far as artwork is concerned.

What might help this look-back at our 400 years of history is to make St. George's safe to walk around in, especially after sundown. How about staging THE TEMPEST down there too?

Perhaps (and sadly) looking back 400 years will mean showing some unpleasant history in Bermuda. While the civilized Brits (and I'm one, I'll admit) were chopping heads off and burning people at the stake over religious matters, "Bermudians" were trying to grow tobacco and a large chunk of the population was actually the property of a few. And that just might be why some people are not eager to "look back".

But that beach looks good, even in February. If I can find it, I'll go dream of the future while I push the sand about with my pale feet.

[Ross Eldridge on 01.02.04 at 11:33]

Oh! And the 800 quid for airfare to Bermuda and back ... That's on BRITISH airways, not on BERMUDA airways. Have a word with the Chairman of BA, and get an explanation of why it costs so much to go to Bermuda.

Or is the flight to Bermuda about 100 quid? It's the flight home that's so much, the other 700. Because nobody wants to take that flight back to Britain!

Is BA reducing the costs of the flight to Bermuda because of the weak US$?

[big bad wolf on 01.02.04 at 12:05]

Hmmmm guys It is a Bermuda Beach----If you wait there has been a total new approach to how Bermuda is going to be marketed this year.Yes the boys and girls at Tourism actually have a plan! The Ads are weak because they try to carry too much information and the content is not art directed on location---The format will probably change next year---alot of the print campaign has been stock driven and it weakens the ads re styling and proping--- The multi picture drop in format using Bda arch designs for the spaces were created to stand out from other destination ads --at least they are now using stock pictures of Bermuda!The wolf is on their trail and I'm sure they do not want his press bite again---Still the campaign is not strong but I think with the total revamping of our sales teams plan this year we will see air arrivals start to turn---I think it is important for all of us to make Bermuda a more exciting place--I know I do being an exciting person that is a constant live performance---We need alot more fun and games and personalities---What are you doing to be more exciting? It has to be more than flashing your gang sign! So lets drop all this reserved crap and start being the fun loving criminals we have always been---My coat of arms is a rampant dragon but we have always sailed under the skull and cross bones.Boring is a trait that caught on when we turned our backs on the sea and became merchants.

[Lizardfish on 02.02.04 at 22:31]

big bad wolf,

Next time you drop by my office - you will have to perform... I have yet to witness this EXCITEMENT you talk about.

I'm sure tourists will take Johnny Barns over Mr rampant dragon any day. :-)

I have this vision of you in a dragon outfit on the roundabout, thrusting at the passers by.

Oh what a picture. That'll bring those pesky tourists in for sure.

:-)

L.

[big bad wolf on 14.05.05 at 23:17]

Now Miss Lisa don't bait a ^..^ as he usually will bite! Nice to see you leave your skinks alone for awhile and start posting Again....See Ya Green Boys are up in Dockyard maybe we can rally the troops against DQ Heah Now ^..^