The Bermuda Business Development Agency (BDA) has launched a creative campaign for digital and print media called Bermuda Central, promoting the island among international executives, investors, advisors and decision-makers across key overseas markets.
The campaign features striking photography of both the island and the world, positioning Bermuda as The Middle of Everywhere. It primarily uses social media and online channels to raise the profile of the island, highlighting themes that illustrate Bermuda’s role in the broader business community.
The first theme, Continuity Central, underlines the role the island has played in remaining open for business and supporting global clients throughout the pandemic. World Central emphasises Bermuda’s global business ecosystem, while Transparency Central highlights its gold-standard regulatory and compliance regime. Talent Central celebrates the depth and the quality of human capital available on the island.
The campaign also promotes three relevant industry themes: Risk Central, Tech Central and Family Central.
Roland Andy Burrows, chief executive of the BDA, stressed the importance of engaging with the clients and markets that Bermuda serves. “The simplicity and flexibility of this campaign’s message allows us to put the spotlight on many different aspects of Bermuda and can be expanded across other areas where the jurisdiction is a major global player, for example Capital Central, Trust Central and Shipping Central, to name but a few,” he said.
Since April the BDA has hosted a number of industry webinars, including one produced in partnership with Bermuda Re+ILS and Intelligent Insurer, discussing Bermuda’s response to COVID-19 and the new normal. Featuring Bermuda’s Minister of Finance, the event attracted more than 200 participants from 14 countries.
The BDA has also partnered with RIMS for a five-week series of webinars that attracted 900 registrants and involved 21 local stakeholders. It has also partnered with the Bermuda Healthcare Forum and the Alternative Investment Managers Association (AIMA) Bermuda.
Representatives from the US House Select Committee on the Climate Crisis and the National Wildlife Federation also joined the BDA for a virtual discussion that highlighted Bermuda’s global role in the deployment of capital and risk transfer capacity.
In May the BDA produced a Bermuda: Business Continues film, featuring user-generated content from both the private and public sector, attracting more than 23,000 views in five days. Participants included the Association of Bermuda International Companies (ABIC), the Association of Bermuda Insurers and Reinsurers (ABIR), Argo Group, Bermuda International Long Term Reinsurers and Insurers (BILTIR), Butterfield Group, Carey Olsen, HSBC Bermuda, KPMG, Liberty Global Group, Marsh, The Government of Bermuda London and Brussels office and Walkers Bermuda.
The BDA has also refreshed its website and created a dedicated webpage for COVID-19 resources, enabling businesses to easily access information such as industry updates from the Bermuda Monetary Authority and the Bermuda Registrar of Companies.
Bermuda Business Development Agency, BDA, Roland Andy Burrows