Blogger Nyja Richardson came to Bermuda over the 2022 Cup weekend as part of an influencer program run by the Bermuda Tourism Authority (Photograph by Instagram)
Influencers and creatives who were invited to enjoy the Cup Match festivities reached a global reach of nearly 1.5 million, the Bermuda Tourism Authority reported.
The group reportedly attracted more than 8,400 social media engagements as they showcased the beauty and culture of the island.
But the partly taxpayer-funded BTA did not disclose how much it spent on the partnership, which aimed to share Bermuda’s experiences around the world.
Lenny S, a photographer, was among the influencers who visited Bermuda during the 2022 Cup Match weekend as part of a program run by the Bermuda Tourism Authority (Instagram photo)
A spokesperson for the authority said: “Photographer Lenny S, creative director Dapper Lou, Grammy-winning director Melina Matsoukas, celebrity stylist Gabriella Karefa-Johnson, influencer Chinyere Adogu and blogger Nyja Richardson have been swallowed up in Bermudian culture.
“Although it was a time of celebration, BTA’s influential guests learned of the turbulent history and festivities surrounding the two-day holiday and were tasked with providing content that showcased Bermuda in its own light. the most authentic.
“Throughout their stay, each visitor shared their experience through documented social media posts, one of which was reposted by DJ Khaled for his 30.4 million followers to view, extending still the reach of Bermuda.”
He added that “during their brief stay” the band accomplished:
• a global reach of 1.48 million
• 210 posts on all social channels
• 1.23 million video or reel views
• 282 shares
• 8,453 engagements, such as likes, shares and comments
The budget book stated that the BTA was to receive a government grant of over $20 million in 2022-23.
The Royal Gazette asked the authority how much it cost to set up the Cup Match influencer program.
A spokesperson said, “BTA does not pay influencer fees. However, we subsidize travel costs at different levels based on a conservative return on investment [return on investment] analysis and verification process.
“We also sometimes buy content rights from images or videos that can be used to support our marketing efforts.
“Beyond basic engagement reporting, we also analyze metrics that dig deeper into the true marketing success of the campaign, including audience demographics, impressions, reach, total engagements, and views. “
The spokesperson added, “BTA will continue to work with influencers to ensure partnership deliverables are met.
“More recently, Dapper Lou posted a recap video highlighting his time.
“Dapper worked alongside Burnt House Productions and members of the BTA team to capture the content and used Bermudian producer Noise Cans for the music for the video, adding even more local feel to the video.
“The video has amassed over 40,000 views and been shared over 2,000 times in less than 24 hours, praised by many in the Bermudian community across the 204 positive comments.”
Cup Match celebrations and footage from the annual classic were brought together in a comprehensive montage that also included shots of the shores of the island, the Bacchanal Run, Gombeys, the aquarium, museum and zoo of Bermuda and other slices of island life.
In a caption that accompanied his Instagram post of the video, Dapper Lou wrote, “It has been an honor to partner with Bermuda to document two of their most historic events.
“We experienced a rich culture, beautiful people and warm hospitality.”
BTA Acting General Manager Tracy Berkeley said, “Our goal is to always show our island in the most authentic way.
“Strategically adjusting our approach to shift from hosting traditional ‘influencers’ to working with content creators so we own content, has proven successful.
“We look forward to welcoming even more talented people so that we can continue to grow our distribution and global reach.”
The BTA spokesperson added that the organization plans to use its new relationships “to create valuable opportunities for business development, film shoots and photo shoots that will benefit Bermuda and our creative community.”
He added: “While on the island, the influencers worked alongside local content creators who helped capture their true experiences in Bermuda and Cup Match.”
The spokesperson said that in addition to Burnt House Productions, Bermudian content creators used to help capture the Cup Match holiday included Media Maya, Kristin White and Peter “Moss” Sousa.
Dapper Lou, a creative director who traveled to Bermuda as part of a BTA-led influencer program during Cup Match 2022, posted a recap video highlighting the island’s attractions (Image d ‘Instagram)
The BTA said earlier that its board member Shiona Turini, a famous Bermudian fashion designer, helped bring the group of influencers together, keeping in mind the goal of encouraging more black travelers to visit. the island.
A spokeswoman said at the time, “By bringing authentic and influential black voices to the island at this important event, potential black visitors will see Bermuda culture at its best.”
The BTA previously listed Derrick Jones, whose career includes work as a DJ, producer, rapper and photographer, among its Cup Match influencer guests.
He was not mentioned in the latest information provided by the authority.
A screenshot from the recap video posted by Dapper Lou, a creative director who traveled to Bermuda as part of a BTA-led influencer program on Cup Match 2022 (Image from Instagram)