Bermuda Tourism Partners With America’s Cup


Tourism Authority joins with major race

By Dana Niland
CJ Contributor

The Bermuda Tourism Authority (BTA) has partnered with the 35th America’s Cup, in a move that could significantly boost the island’s tourism sector over the two years of racing around the world leading up to the “Race to Bermuda,” which will take place during the final weeks of competition in the summer of 2017.

“The Bermuda Tourism Authority’s strength as a sales and marketing organization was evident during the bid process and its efforts were a significant contributing factor to Bermuda coming out on top,” said Harvey Schiller, Commercial Commissioner of the America’s Cup.

BTA CEO Bill Hanbury welcomed the international exposure that the event will provide for Bermuda, noting that the previous America’s Cup was broadcast to over 200 territories worldwide, a number which he expects will increase this time around.

“The America’s Cup Event Authority (ACEA) is engaging the next generation of sailing enthusiasts with its powerful foiling boats, while at the same time the BTA is reaching a generation of travelers focused on adventure and experiential travel,” said BTA CEO Bill Hanbury.

Both sailing and hospitality play an integral role in the heritage and character of the people of Bermuda.

“The target audiences are perfectly aligned. We were thrilled to launch the #RacetoBermuda in Portsmouth last month and look forward to building greater momentum on the way to 2017 and beyond,” he said.

The official partnership terms include branding and activation space across each America’s Cup venue in 2015, 2016, and 2016, as well as commercial airtime promoting Bermuda on NBC Sports in the U.S.

Hanbury added that the BTA is hoping to pursue further opportunities with other ACEA partners over the coming years in order to increase exposure and leverage investment for Bermuda.


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