NEW YORK — The Bermuda Tourism Authority (BTA) has launched a brand new campaign that dives deep into the island’s culture and sheds light on local life.

Titled ‘Lost Yet Found,’ the multimedia marketing initiative invites travellers to discover Bermuda for themselves, including its acclaimed pink and blue beaches, vibrant art and culture, fascinating history, world-renowned golf and the hospitality of its people.

“Lost Yet Found is pure Bermuda,” said Jamari Douglas, BTA’s Vice President of Marketing, PR & Communications. “Our agency is led by a Bermudian, our BTA Marketing team is mostly Bermudian, the production was shot by Bermudians, and the video talent is all Bermudian.

“With the support of our international partners, we worked to create a campaign that is authentic to the Bermuda experience. We want our visitors to enjoy the joy and magic that every Bermudian does – all the things that make us the unique, world-class destination that we are.”

The campaign was built around extensive research and data that found potential visitors are seeking authentic experiences in the destinations they visit. According to the BTA, Bermuda is well-positioned to provide these experiences, and intends to utilize this campaign to drive visitors to the island, in line with the objectives outlined in Bermuda’s National Tourism Plan.

The campaign will be rolled out in the coming months with both digital and out-of-home placements in key markets like Toronto, New York and Miami. Additionally, the campaign will focus on secondary markets such as Vancouver, Dallas and Atlanta, with research showing high interest in travelling to Bermuda from these cities.

“The launch of the campaign is great news for Bermuda’s tourism sector,” said Tracy Berkeley, interim Chief Executive Officer at the BTA. “It comes at a crucial point on our strategic recovery journey, providing us with the tools to build awareness, engage the marketplace and attract the right type of visitors to the island during a critical time of year. We are proud of the campaign, which offers a stunningly fresh take on Bermuda and exudes authenticity while remaining in alignment with the goals and objectives of the National Tourism Plan.”

For more information on the campaign visit www.GoToBermuda.com.