TORONTO — The Bermuda Tourism Authority is ramping up its growth strategy in the North American market with the appointment of Fever Pitch Marketing Communications as its new Canadian agency of record.

In collaboration with the BTA’s global PR agency, MMGY Global, Fever Pitch will lead Bermuda’s PR strategy and MICE market outreach in Canada.

“With Canadian visitation to Bermuda on the rise and increased airlift to the destination from key regional markets, we see an opportunity to grow this exciting momentum in Canada through a strategic partnership with Fever Pitch,” says Erin Wright, Acting Chief Executive Officer for the BTA.

With a focus on spotlighting Bermuda’s profile in key markets across the country, Fever Pitch’s mandate for the BTA will include strategic planning, media and influencer relations, consumer activations and brand promotions, reputation management, crisis communications and MICE activities.

Fever Pitch Managing Director Emily Dunn and Senior Account Director Jessica Napier will be the primary points of contact for media in Canada, while Dionne Bishop will serve as the agency’s MICE specialist.

“Bermuda has established an outstanding reputation as a world-class travel destination, and Fever Pitch is thrilled to be partnering with the BTA to further elevate this respected brand in Canada.” says Dunn. “Bermuda offers an array of distinct advantages for both leisure and business travellers — including a short flight distance, a safe and inclusive environment, and a unique island culture — and we believe these key selling features will resonate strongly with Canadian travellers and MICE buyers.”