News Release: Hamilton, Bermuda, April 25, 2019 –  Bermuda’s sunny skies, pink sands and turquoise waters are a mere two hours via direct flight from most major east coast airports. But the destination got even closer last month, when the Bermuda Tourism Authority (BTA) partnered with upscale retailer Saks Fifth Avenue.

From March 7-20, the island took over three Saks Fifth Avenue windows and hosted Dark ‘n Stormy ® Bars in New York City, Toronto and Boston, inviting urban dwellers to discover the enchantment and mystery of Bermuda after a long, cold winter.

The collaboration racked up 34 million total impressions for the island in three of its top feeder markets. The integrated partnership elements included an on-island photoshoot, print placements, window integrations, in-store displays, in-store events, email placements, and social media.

Saks Fifth Avenue shot a 23-page women’s designer ready-to-wear story on location in Bermuda for the brand’s Spring 2019 Fashion Book, which was mailed to 400,000 customers in the US, plus 30,000 copies distributed throughout Saks stores nationwide.

Saks Fifth Avenue also hosted the digital version of the Spring Fashion Book on for three months, resulting in over 15 million impressions.

“Our collaboration with Saks Fifth Avenue showcased Bermuda’s undeniable mystique to the adventure-seekers, explorers and romantics in markets that matter to Bermuda,” said BTA CEO Kevin Dallas.

“Bringing National Tourism Plan’s ‘Awareness’ pillar to life, the innovative and interactive experiences in New York City, Toronto and Boston transported Saks Fifth Avenue shoppers to a place that was far away their everyday lives.”

The Bermuda + Saks Fifth Avenue experiences stimulated all the senses with:

  • Elaborate displays in street-side store windows and on the retail floors that highlighted Bermuda’s beauty architecture and colourful palate
  • A Dark ‘n Stormy® Bar offered shoppers a chance to sample Bermuda’s signature cocktail
  • Infectious island beats spun by internationally renowned (and Bermuda-born) DJ Damon DeGraff, setting the perfect mood in New York City.

Photos Courtesy of BTA from a Saks Fifth Avenue in-store activation