Paint the Town Pink

Digital Print Social

Leveraging Travel + Leisure’s print and digital audiences, who seek authentic adventures wherever they go, Bermuda partnered with  Studio at People Inc. to create an immersive storytelling campaign encompassing a print advertorial, digital destination (housing five native digital articles), a sweepstakes, and three custom billboards across New York City.

Bermuda may be associated with clear, turquoise waters, but those in the know celebrate a different color: Bermuda Pink. For this campaign, Studio at People Inc. sought to “paint the town pink,” giving readers — not to mention the streets of the Big Apple — an up-close-and-personal look at the culture, community, and cuisine of this unique, enchanting archipelago. 

Of course, no one can capture the magic of Bermuda quite like a Bermudian, so Studio at People Inc. interviewed three local artists, each of whom shared their vision of Bermuda in native digital articles. The team expanded even further with two additional native digital articles highlighting all of the ways to get on the water in Bermuda, and embrace the Bermudian  way of life. All of this, plus select editorial content, could be easily accessed via a custom native destination.

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Influencer

The story of Bermuda leapt off the (web)page and into Travel + Leisure’s 2024 July Adventure issue, with a two-page print advertorial situating readers in the rose-colored paradise with  hi-res, client-supplied imagery, and offering a few must-do activities to live like a Bermudian, including special events and seasonal traditions. This advertorial drove readers to enter sweepstakes for a chance to win a trip to Bermuda.

Remember those local Bermudian artists? Studio at People Inc. commissioned them to truly paint the town — a.k.a. New York City — pink, with custom billboards embodying the beauty of Bermuda through photography, collage, and digital illustration. Strategically located around the city, these vibrant works of art beckoned to pedestrians and also offered an IRL chance to enter the sweepstakes via QR Code.

Following the success of Paint the Town Pink, Bermuda Tourism returned to Studio at People Inc. for an interactive digital travel guide — The Big Book of Bermuda — on Parents, featuring custom illustrations, hi-res image carousels, flip cards, a quiz, and a hotspot map, as well as a culinary guide on Food & Wine. In 2025, Studio at People Inc. will present More Than Meets The Island, a custom, talent-led video series exploring the lesser-seen sides of Bermuda.