Bermuda has launched a review of its North American PR account with the expectation of awarding a three-year contract through March 2017 as the island getaway looks to reverse a trend of declining visitors since 2006.
The Bermuda Tourism Authority released an RFP on Dec. 4 for the $675K-a-year work covering the U.S. and Canada. It wants an objective evaluation of Bermuda's current communications situation with an eye on "more effective, sustainable solutions that deliver meaningful business," according a copy of the RFP.
The Authority said overall visitors have decreased by 4% since 2006 as air arrivals plummeted 29% and cruise arrivals fell 11%. For Q3 of 2013, visitors arrivals ticked up 2.4% to nearly 83K, but cruise arrivals fell 12.1% to 157K.
The British colony's top target is affluent, successful professionals with an active lifestyle and college-age or adult children. It launched the tag line "Bermuda, So Much More," in 2012.
Proposals are due Jan. 17 but a notice of intent to bid is required by Dec. 18.
Lou Hammond & Associates is the incumbent after defending the business in a protracted review last year.
Georgette Tinsley of the BTA is point of contact (gtinsley [at] bermudatourism [dot] com).
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