The Bermuda Tourism Authority (BTA) will be host sponsor of the 2015 and 2016 Bermuda Marathon Weekend – the first time the BTA has signed a multiyear deal under the new Tourism Experiences investment program.
The sponsorship of the three-day event for runners from around the world is aligned with the National Tourism Plan objective of reducing seasonality, in this case using sport-related events in the winter months to lure visitors to Bermuda’s mild climate.
The 2015 Bermuda Marathon Weekend will take place January 16th to 18th.
“We are committed to seeing this event grow over the next two years,” said Pat Phillip-Fairn, Chief Products & Experience Officer for the BTA. “The Bermuda Marathon Weekend has proven time and again its ability to drive visitors to Bermuda and we are proud to continue supporting that effort because it fits our objective of reducing seasonality.”
“Our focus now is to provide public relations, social media and other marketing support to see the weekend reach its fullest potential.”
Because the Bermuda Marathon Weekend is a high profile event that regularly generates high visitor numbers and hits many of the key objective points in the National Tourism Plan, the BTA elevated it from a Tourism Experience to a Signature Event. The move typifies an event that has the potential to make a significant impact on the local economy.
According to the Bermuda National Athletics Association (BNAA), the organizers of Race Weekend, the event has attracted more than 1,000 visitors each of the past three years from at least 14 countries.
Bermuda will enjoy a number of branding, marketing and media exposure opportunities as a result of the host sponsorship agreement.
The former Bermuda Department of Tourism also sponsored this event in years past.
BNNA President Donna Watson said: “The Bermuda National Athletics Association is so grateful for the continued support and confidence the BTA has shown in the Bermuda Marathon Weekend. This event will continue to grow as a result of this partnership.”
Bermuda Marathon Weekend began as a modest homegrown idea in 1975 and has blossomed into a multi-race weekend for runners, which rivals anything of its kind around the world.
The BTA is looking to invest in other homegrown ideas by way of its Tourism Experiences investment program. The entrepreneurial-minded are encouraged to register for a Tourism Experiences workshop on either September 4th or 5th. The deadline to register online is Friday, August 29th.
