Bureau, New Delhi
The technology actively collects data to deliver personalised messages to specifically-targeted consumers. The campaign, delivered in collaboration 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.
"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."
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.