The Bermuda Tourism Authority and JetBlue Vacations worked together to surprise and delight New Yorkers with an offer to get away to Bermuda for Summer Fridays.
No matter which audio message was delivered to passers-by, the objective was to tell New York consumers:
The two-hour travel time to Bermuda is even quicker than heading to the Hamptons
Bermuda’s proximity makes it the ideal #BermudaSummerFriday destination
There are a wide variety of experiences and activities out here in Bermuda
JetBlue Vacations is an efficient and fun way to get to Bermuda for Summer Fridays
Last year, the Bermuda Tourism Authority similarly partnered with Uber to educate New Yorkers about Bermuda Summer Fridays. That marketing activation was widely praised for its innovation. The JetBlue Vacations partnership marketing has been similarly well received. It ran July 27 and 28.
“In the same way Bermuda is set apart from other destinations because of its unique location and way of life, we want our marketing to be as distinct and memorable as Bermuda herself. Uber and JetBlue, The New Yorker and Conde Nast Traveler – and many others too – have been great partners to spread the word about #BermudaSummerFridays,” said Bermuda Tourism Authority Chief Sales and Marketing Officer Victoria Isley.
JetBlue increased its airlift to Bermuda from New York and Boston in May of this year, which included a second daily flight from John F Kennedy International Airport. JetBlue now provides air service between Bermuda and both cities year-round.
About Summer Fridays
Summer Fridays are a way of life for many in major American cities because their employers give time off as an added benefit – either half the day at the end of the week or the full day. Many use the opportunity to take short trips.