Bermuda Tourism Authority (BTA) has launched a new consumer campaign in partnership with Expedia to raise awareness of the direct flight from Gatwick and range of holidays available.
The BTA, set up only last year, is focusing on promoting authentic island experiences, adventure sports and health and wellness products.
The campaign combines interactive outdoor sites around London, digital and social media, directing consumers to the Bermuda booking page on Expedia.
The BTA is also planning a programme of fam trips, client networking events and co-op initiatives. This includes the TravelMole Sailing Regatta, and a special VIP event at the first America’s Cup World Series racing events in Portsmouth in July.
There will also be an opportunity for tour operator partners to experience the World Series events and celebrations in Bermuda in October.
Chief sales and marketing officer Victoria Isley said: "The UK is a very special market to Bermuda. As an independent British territory in the middle of the Atlantic it has a unique bit of old world charm mixed with a distinct Island spirit.
"There’s a new energy around the island and we aim to work with our trade partners to invite travellers to come experience like an insider. "
