Turner PR

Finding Bermuda’s Adventurous Side

Bermuda has been known for its pink sand beaches, Dark ‘n’ Stormy cocktails and world-class golf courses for decades now. What the island is far less known for is its wide array of adventure travel offerings: incredible cliff diving, deep water solo rock climbing, a historic-railway-turned-bike-trail, and more than 200 shipwrecks to explore, just to name a few.

What We Did

The TURNER team has an authentic, deep background in adventure travel – both professionally and personally – and we saw Bermuda’s extensive-but-under-publicized offerings as the perfect destination marketing approach to get the island in front of an untapped audience of young, affluent travelers who like a few thrills on their vacations.

We targeted major publications with a proactive travel public relations pitching campaign that highlighted not only Bermuda’s outdoor adventures, but also the historic attractions that come along with those adventures: historic forts, hidden caves used by the British military, and sunken treasure waiting beneath the waves. Adding the historic element distinguished Bermuda from competing destinations and gave writers an extra angle to highlight when putting together their articles.

Results

Outside Magazine – the go-to guide for outdoor adventurers – released its annual Best of Travel issue, with Bermuda named “Best Island.” Men’s Journal took a running jump off a Bermuda cliff and included Royal Admiralty Park in its roundup of the 20 Most Adventurous Beaches in the World. The Wall Street Journal touted the island as “the new destination for adrenaline junkies.” In addition to national outlets, more niche publications play an ongoing key role – as shown by Triathlete Magazine casting Bermuda in a starring role for its annual Swimsuit Issue. The adventure continues…