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0 y ri 7 CREATIVE ABILITY i 0 CREATOVE A fLlTY e The agency shall submit examples of past publicity results and indicate the approach taken for the development of those examples. The work should show the breadth of capabilities for the Agency, including not only samples that highlight work for the leisure travel market, meetings/incentive market, travel trade market, as well as niche markets such as Boutique Hotels, Gay&Lesbian Travel, Arts& Culture, Special Events, Cuisine, Family Travel, 410 Heritage would also be desired.Also may provide examples for creative for other industries and clients.Agency 9 should include any demonstrated use of creative technology to implement PR programs. aa a Finding Bermuda's Adventurous Side e e Bermuda has been known island in front of an untapped highlighted not only Bermuda's for its pink sand beaches, audience of young,affluent outdoor adventures,but also the Dark'n'Stormy cocktails and travelers who like a few thrills on historic attractions that come along9 world-class golf courses for their vacations. In an effort to reach with those adventures:centuries- decades—attracting the same, this new demographic for the old forts,hidden caves used by the aging demographic with it. destination(and increase visitation British military and sunken treasure0 The destination had seen a and spend),we developed a brand waiting beneath the waves.Adding decline in tourism for quite a new PR positioning,featuring the historic element distinguished 9 number of years,and the aging j the most adventurous options on Bermuda from competing9 demographic that visited did not island and creating a new brand destinations and gave writers help the situation. persona through our narratives and an extra angle to highlight when media outreach. putting together their articles. 9 What the island is far less known for is its wide array of adventure I Strategy & Approach ! Evaluation e travel offerings: incredible cliff . Working closely with the BTA team The results were tremendous. diving,deep water solo rock we pinpointed all the adventure Media coverage of Bermuda's climbing,a historic-railway-turned- offerings on the island and adventurous side ranged from bike-trail,and more than 200 developed rich narratives that would consumer and travel outlets shipwrecks to explore,just to name reach a younger millennial audience. like Virtuoso Life and Islands to a few.As the agency of record for endemic publications like Climbing Bermuda Tourism Authority(BTA), In addition to creating rich press and Triathlete. it was up to TURNER to showcase materials and extensive story Bermuda's adventurous side. angles speaking to the new ! Outside Magazine named narratives,we developed a number Bermuda as Best Island in their The TURNER team has an of adventure-rich press trips and Best of Travel issue,Men's Journol authentic,deep background hosted a targeted list of media on included Bermuda in the 20 Most in adventure travel—both the island to experience Bermuda's Adventurous Beaches in the World. professionally and personally adventure offerings first hand. The Wall Street Journal touted the —and we saw Bermuda's island as"the new destination for extensive-but-under-publicized We targeted major publications adrenaline junkies."The adventure offerings as the perfect destination with a proactive travel public continued with broadcast coverage marketing approach to get the relations pitching campaign that on CNN and The Weather Channel. 0 0 0 TURNER 74 RFP: 17-10-01 CiO a