Gearing up for golf & spa season

The Bermuda Department of Tourism is returning to Fenway Park in Boston with heavy marketing resources on September 8th to pitch Bermuda’s tourism product to Red Sox fans, particularly premium ticketholders.

It is the second time this baseball season tourism officials will hone in on Fenway Park as part of a marketing partnership with Fenway Sports Group. June 19th at Fenway was Bermuda Night as the Red Sox played the Atlanta Braves. September 8th the Red Sox play the Baltimore Orioles.

“We had our first chance to directly engage premium ticketholders at Fenway Park with a Bermuda Night in June and it went extremely well,” said Premier Dr. Ewart Brown, Minister of Tourism and Transport. “When a second opportunity presented itself for this year we did not hesitate. This time we will focus on the upcoming golf and spa season and we are getting almost unprecedented participation from our local tourism partners who want to be a part of this great promotional opportunity.”

Bermuda Tourism’s enhanced effort in Boston has the support of JetBlue Airways which has seen growth on its Boston to Bermuda route.

Chad Meyerson of JetBlue Airways is sales manager for the Latin American and Caribbean region. He said: “Since the inception of our $99 promotion in the Boston market, JetBlue has seen an increase in revenue and bookings to Bermuda. Given the current economic climate, that’s no small feat. The JetBlue team could not be more pleased with the Bermuda Department of Tourism’s strategic marketing efforts, particularly in the Boston area.”

JetBlue is also a marketing partner of the Boston Red Sox and joined forces with Bermuda for Bermuda Night in June.

The September 8th game will not be branded as Bermuda Night as it was earlier in the year, but Bermudians will once again feature prominently. Saxophonist Wendell “Shine” Hayward will play an instrumental rendition of the U.S. National Anthem, Tourism Board Chairman E. Michael Jones will toss out the ceremonial first pitch and Premier Brown will talk about Bermuda Tourism with a NESN broadcaster during the game’s television coverage.

Premium ticketholders on the suite level of Fenway Park will each get a gift bag with Bermuda Tourism-branded merchandise and golf and spa offers to drive visitors during the baseball post-season and off-season. Additionally premium ticketholders have the opportunity to win a handful of grand prizes which include Bermuda vacations, spa treatments, rounds of golf and golf clubs.

Tucker’s Point Hotel & Spa, Elbow Beach Hotel, Fairmont Bermuda, Pompano Beach Club, The Reefs, Port Royal Golf Course, Nike Golf, JetBlue Airways and Newstead Belmont Hills are among the tourism partners marketing to premium ticketholders and offering prizes.

The Department of Tourism is also partnering with rum maker Gosling’s for a pre-game cocktail mixer in Boston on September 8th. The event is designed to generate interest in Gosling’s rum and Bermuda Tourism.

Premier Brown said: “We have some buzz worthy activities in the works for the Boston area to take us into the golf and spa season. With these heavy traffic activities, the new TV spots and our sharp-look print campaign we are strengthening our position for the upcoming golf and spa season.”

Tags: Airlines, Bermuda Department Of Tourism, Boston, Ewart Brown, Golf, Goslings, JetBlue Airways, Newstead Belmont Hills, Pompano Beach Club, Port Royal Golf Course, Premier, Reefs, Spas, Tuckers Point Hotel & Spa