Images USA Markets Bermuda to Blacks

ATLANTA Images USA has launched a new campaign for the Bermuda Department of Tourism targeting affluent African Americans, the shop said.

The work consists of four full-page, four-color print ads that will run in several magazines throughout the year. The independent Atlanta shop was hired last year to develop the island’s first campaign specifically for African Americans.

“Our creative campaign is designed to bring to life and connect with the mental, physical and emotional drivers of the African American segment,” said Kevin Williams, vice president of strategic marketing and new business development at the shop.

The first ad appeared in this month’s The Green Magazine, a multicultural golf-lifestyle periodical. Tagged “Sweet Spot,” it shows a black man scoring a hole-in-one on one of the island’s golf courses. Copy notes that Bermuda has more courses per square mile than any country in the world.

Additional ads will appear in the April issues of Odyssey Couleur and Black Enterprise magazines.

Other efforts include promotions on the island and sponsorship of events that interest African Americans. This week the Bermuda Department of Tourism is sponsoring the Black Enterprise Ski Challenge in Vail, Colo.

Arnold Worldwide in New York handles Bermuda’s general market advertising.