Launching the Work From Bermuda Program
Now more than ever, factors that drive visitors to choose a destination are also influencing where business executives, entrepreneurs and students retreat to work remotely. Bermuda is uniquely suited to meet the demands of each of these audiences in a world that has rapidly changed in the face of Covid-19. To address this growing need, Bermuda introduced the Work from Bermuda Certificate, allowing executives and students to work and study remotely from the island in a stunning and worry-free environment.
For just a $263 application fee per person, the new incentive allows travelers to move to the island for a year while working remotely. The program also includes the flexibility to travel back and forth seamlessly and to bring the family along as well. There, kids can experience Bermuda’s culture and natural beauty, while still being able to stay on top of their schoolwork back home.
What We Did
TURNER knew that other destinations (particularly in the Caribbean) were planning similar campaigns in order to attract digital nomads and their families. That meant that standing out from the pack was essential when promoting the Work From Bermuda program.
- In all of the materials we distributed to media, we highlighted Bermuda’s successful COVID-19 strategy, which resulted in the island becoming one of the most successful countries in the world at controlling the virus and testing per capita, reopening to visitors in July with responsible health-and-safety measures in place.
- TURNER also highlighted how easily accessible Bermuda is from most major East Coast U.S. airports — just a 90-minute nonstop from New York, with direct flights from other East Coast gateway cities, London and Toronto. This also gave us an opportunity to highlight the island’s new airport terminal, scheduled to open in late 2020.
- Bermuda’s sturdy international business infrastructure puts it head-and-shoulders above many other similar destinations, and we made sure to emphasize this point of difference in our outreach, especially when pitching more business-related publications and media.
The response to the Work from Bermuda program went beyond expectations. More than 160 articles were generated about the program alone, resulting in 1,801,423,094 impressions, while organic coverage resulted in an additional 224,025,731 impressions. Coverage included hits in top-tier publications such as The New Yorker, The Wall Street Journal, and The New York Times, as well as an array of broadcast segments, and positioned Bermuda as one of the top destinations to consider for a remote working year. Over half the articles featured at least one of the differentiating factors, highlighting Bermuda as a key destination for digital nomads.