Bermuda Tourist Board
Task
Produce a press advertising campaign for tourism in Bermuda. Research showed it simply doesn't register as a potential holiday destination with UK residents whose knowledge of the island is limited to “Bermuda Shorts” and the “Bermuda Triangle”.
Our Solution
Cleverly ruling out the Triangle aspect for an Island involving a seven hour flight from the UK, we created a series of small, informative advertisements – “Bermuda Shorts”. Each focused on one aspect of the island; the first, on the beaches and coastline, gave a series of upbeat facts and ended, “In short, it's Paradise”.
