Getting lost has never felt so good. Today, the Bermuda Tourism Authority (BTA) announced the launch of its new campaign Lost Yet Found, a wide-ranging multimedia marketing initiative that highlights Bermudian experiences and entices visitors to dive deeper into the island’s culture. The result will shed light on the Bermuda way of life, making a vacation on the island a richer and more rewarding journey.

Lost Yet Found leans into the mystery of Bermuda. It doesn’t give everything away—it invites people to find Bermuda for themselves and to find the activities, people, cuisine, and experiences that speak to them. Bermuda has something to dazzle just about anybody: pink and blue beaches, vibrant art and culture, impeccable style, cosmopolitan class, history in its bones, and some of the greatest golf on the planet. But the best part of Bermuda? Bermudians.

Proverb, the award-winning, Boston-based brand agency for Bermuda Tourism Authority is led by Bermuda-born Daren Bascome. Of the campaign, Bascome said, “Our goal for our work with the BTA was to create a brand for Bermuda that captured the abundant character of our small country. As much as it is a travel campaign, we’ve also seen it as a nation-branding exercise. Travelers want the real and authentic, so featuring the unique sights, sounds, smells, tastes, and temperaments of the island felt distinctly important. Our campaign centers around the promise of discovery and originality: something for everyone who wants to get lost yet found.”

The Lost Yet Found campaign was built around extensive research and data which showed that potential visitors are seeking authentic experiences in the destinations they visit — and that Bermuda is well-positioned to provide those experiences. The BTA intends to utilize this campaign to drive visitors to the island in line with organisational objectives as outlined in the National Tourism Plan.

Nhuri Bashir and Andrew Kirkpatrick of Burnt House Productions, a Bermuda-based multimedia creative agency said, “As an internationally recognized, Bermudian-built agency, being tapped to lend our creative insight to promote Bermuda has been an honour. It has been a career highlight to work with the star-studded array of local talent on both sides of the screen. We could not be prouder of the authentic voice that the collective has delivered through Lost Yet Found.” The campaign will be rolled out in the coming months with both digital and out-of-home placements being secured in key markets such as New York, Toronto, and Miami. Additionally, there will be a focus on attracting a new demographic to Bermuda with a focus on secondary markets such as Dallas, Vancouver, and Atlanta. Research shows these cities show high interest in traveling to Bermuda.