Bermuda Tourism launches UK outdoor campaign featuring vehicle recognition technology

By Michael Feeley | Founder and chief exec

Media Agency Group


The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

Find out more

January 9, 2017 | 2 min read

Bermuda Tourism has launched a new multimedia campaign using vehicle recognition.

The technology actively collects data to deliver personalised messages to specifically-targeted consumers. The campaign, delivered in colaboration with Media Agency group (MAG) allows Bermuda’s eye-catching outdoor creative - which reads 'Hello Bermudaful' - to reach drivers of prestige cars. The personalised messages are activated when cars valued at more than £40,000, and which are less than four years old, drive in close proximity to the advertisements.

MAG has planned and executed a number of successful campaigns for Bermuda Tourism over recent years and this latest campaign sees the tourist board become the first travel brand to use vehicle recognition technology in the UK.

John Kehoe, managing director of Media Agency Group, said: “This latest campaign with Bermuda Tourism highlights the truly versatile nature of digital out of home advertising and the incredible potential that new technologies and innovations carry for the industry as a whole.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“Bermuda required a campaign that delivered minimum wastage and maximum relevance – by tapping into vehicle recognition tech we’ve been able to target an ideal audience and ensure that they are served with personalised, effective advertising messages. We’re proud to be continually working alongside such a prestigious brand that is open to exploring new and exciting marketing solutions, and we look forward to pushing more boundaries with Bermuda in the near future.”

MAG mobile ads for Bermuda Tourism.

The activity is part of a wider multimedia campaign, running throughout the winter period, and complimented by national press advertising. The strategy has also involved interactive mobile display advertising, which encourages web-users to 'rub out' the advertisement in order to reveal a special holiday offer.

With January is a vital time for summer holiday bookings, MAG and Bermuda have strategically timed the advertisements to take advantage of consumers’ receptiveness to holiday offers and deals.

Content created with:

Media Agency Group is an advertising agency specialising in the purchasing and planning of all media formats across the spectrum of advertising.

Find out more


Industry insights

View all
Add your own content +