Bermuda Tourism Authority’s Influencer & Content Partnership Programme Yields Stellar Results
During the 2022 Cup Match holiday, held from July 28 – July 29, the Bermuda Tourism Authority (BTA) hosted an array of talented influencers and content producers as part of a newly developed content partnership. The project was part of ongoing efforts from the BTA to globally share Bermudian experiences. These partnerships will also award BTA opportunities to have owned content while extending their distribution networks.
Photographer Lenny S., creative director Dapper Lou, Grammy award-winning director Melina Matsoukas, celebrity stylist Gabriella Karefa-Johnson, influencer Chinyere Adogu and blogger Nyja Richardson were engulfed in Bermudian culture.
Though a celebratory time, BTA’s influencer guests learned the steep history and festivities surrounding the two-day holiday and were tasked with delivering content that displayed Bermuda in its most authentic light. Throughout their time each visitor shared their experience through documented social media postings, one of which being reposted by DJ Khalid for his 30.4M followers to see, further extending the Bermuda’s reach.
Over the course of their brief stay the metrics below were accomplished:
- 1.48M Global Reach
- 210 posts across all social channels
- 1.23M video /reel views
- 282 shares
- 8,453 engagements (likes, share, comments)
BTA will continue to work with the influencers to ensure deliverables from the partnerships are met. Most recently Dapper Lou released a recap video highlighting his time spent. Dapper worked alongside Burnt House Productions, and BTA Team members to capture the content and used Bermudian producer Noise Cans for the video’s music, adding even more local feeling to the video. The video amassed over 40k views and was shared more than 2k times in under 24 hours, praised by many members of the Bermudian community throughout the 204 positive comments. Dapper Lou stated on his Instagram in-feed post: “I’m honoured to have partnered with Bermuda to document one of their most historic events. We experienced a rich culture, beautiful people, and warm hospitality.”
When asked about the success of the influencer content partnership Tracy Berkeley, BTA Interim CEO said: “Our goal is to always show our island in the most authentic way. Strategically adjusting our approach to move from just hosting traditional “influencers” to now working with content creators so that we have owned content, proved to be successful. We look forward to hosting even more talented persons so we can continue to grow our distribution and global reach.”
BTA will leverage these new relationships to create valuable business development, film and photo shoot opportunities that will benefit Bermuda and our creative community a. During their time on the island, the influencers worked alongside local content creators who assisted in capturing their genuine Bermuda and Cup Match experiences.
In our current program, the BTA does not pay influencer fees, however we do subsidize travel expenses at various levels based on a careful ROI analysis and vetting process. We will also sometimes purchase content rights from images or video that can be used to support our marketing efforts. Beyond basic engagement reporting, we also analyze metrics that take a deeper dive into the true marketing success of the campaign, including demographic audience data, impressions, reach, total engagements, and views.
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