The Bermuda Tourism Board and Visit Lauderdale have joined forces at sea in a new partnership that aims to increase the appeal of the boating lifestyle in both destinations. Through marketing, public relations and events, Bermuda and the Fort Lauderdale area will establish itself as a paradise for sun-seeking visitors of all kinds – those who are constantly jet-setting and travelers who enjoy vacations on yachts and superyachts.
The two-year partnership, signed Wednesday in Bermuda and Fort Lauderdale, heralds a new Go Where the Yachts Go marketing campaign that includes major events including the Fort Lauderdale International Boat Show (FLIBS) in October and the Bermuda Grand Prix presented by Hamilton Princess, a sailing regatta that marks the start of the $1 million professional sailing competition SailGP.
In rebuilding Bermuda and the Fort Lauderdale region, this type of cooperation is of particular importance, said the Honourable David Burt, Premier of Bermuda. This is a fantastic example of how two destinations are more successful when they work together instead of competing. I look forward to two years of exciting innovation as the Bermuda Tourist Board and Visit Lauderdale bring this partnership to life.
Two ideally located maritime destinations with non-competitive peak seasons (November to April for Greater Fort Lauderdale and May to October for Bermuda) will use the Go Where the Yachts Go theme to attract ships from one destination to the other. Similarly, visitors who do not visit one will discover the charm and beauty of the other; both are seaside resorts with a luxurious lifestyle but a distinctly different aesthetic.
Bermuda is famous for its nautical activities.
Combining the resources and reputation of both destinations makes both financial and promotional sense in this time of tourism recovery, said Steve Geller, mayor of Broward County and chairman of the Tourism Development Council. The main overall objective is to raise the profile of both destinations and attract a wide range of consumers looking for yachting and sailing holidays.
Joint events for media, yacht owners, brokers and crews are planned at FLIBS and other shows, as well as partnerships for PR and marketing initiatives. Such a partnership gives both marketing organizations the opportunity to expand their reach and increase their visibility, while spending less money than they otherwise would.
Bermuda is synonymous with yachts, sailing and luxury living, and the area around Fort Lauderdale is known as the yachting capital of the world. The collaboration between our two destinations strengthens this, said Stacy Ritter, President and CEO of Visit Lauderdale. With Bermuda firmly entrenched in the luxury consumer segment, this affiliation adds to our brand image as the Fort Lauderdale area continues to build new luxury hotels, restaurants and retail stores. It’s a win-win situation for both destinations.
Both destinations agree that there are great synergies as they attract the same audience at different times of the year and travellers who have visited only one destination find the other attractive. For sailors to and from Fort Lauderdale, Bermuda is an important port for ships to and from the Mediterranean.
Attracting superyachts to Bermuda and visitors who enjoy vacationing on chartered yachts is a key objective of the national tourism plan for our organization for the coming years, said Glenn Jones, acting chief executive officer of the Bermuda Tourism Authority. I am confident that the partnership with Visit Lauderdale will help us achieve our goals faster and accelerate the recovery of tourism. At the same time, the publicity we create will make Bermuda relevant to the countless travellers who are attracted to our island life at different prices.
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