Bermuda joins with Fort Lauderdale to attract superyachts
The two authorities will collaborate on marketing, public relations and events, to highlight themselves as harbours for sun-seeking visitors, with a keen eye in those ‘permanently part of the jet set crowd and travellers who enjoy a vacation setting dotted with yachts and superyachts.’
“The two-year partnership, jointly signed today in Bermuda and in Fort Lauderdale, is a pre-cursor to a new ‘Go Where the Yachts Go’ marketing campaign which will leverage key events like the Fort Lauderdale International Boat Show [FLIBS] in October and Bermuda Grand Prix, a sailing race that marks the start of SailGP’s one-million dollar winner-take-all professional sailing league,” says Bermuda’s premier, David Burt
“As Bermuda and Greater Fort Lauderdale engineer tourism recoveries, this kind of collaboration is particularly meaningful. It’s a fantastic example of two destinations finding greater success collaborating with one another rather than competing. I look forward to two years of exciting innovation as the Bermuda Tourism Authority and Visit Lauderdale bring this partnership to life.”
“Combining the resources and reputations of both destinations makes financial and promotional sense during this time of tourism destination recovery,” says Steve Geller, mayor of Broward County and Tourist Development Council chair. “A primary shared goal is to raise the profile of both destinations and attract a wide range of consumers who aspire to vacation in the same place as the yachting and sailing set.”
Plans are underway to jointly host events for media, yacht owners, brokers and crews at FLIBS and other shows, while partnering on public relations and marketing initiatives. Combining efforts in this way gives both destination marketing organisations amplified reach and exposure, while spending less than they would have otherwise, the two organisations hope.
“Leaders from both destinations agree there is a great deal of synergy since they appeal to similar audiences at different times of the year and travellers who have only been to one of the destinations would find the other appealing,” says Stacy Ritter, CEO of Visit Lauderdale. “For seafarers departing from or headed to Fort Lauderdale by yacht, Bermuda is an important port-of-call for vessels in transition to and from the Mediterranean.”
Image courtesy of Visit Lauderdale.