We met our objective by creating a personalized Bermuda experience from the moment a prospect calls 1-800-BERMUDA or visits Bermudatourism.com. We begin a dialogue to determine specific vacation interests and leverage that dialogue throughout an integrated Web, phone, and mail campaign. Prospects receive an email with a link to a personalized "Weblet," containing customized content reflecting their stated interests. That information also arrives in a personalized digitally printed direct mail fulfillment kit, with over 11,000 possible versions. Prospects receive a follow-up call or e-mail offering tour packages. After their vacation, visitors receive thank-you surveys and e-newsletters urging their return.

While many other destinations are experiencing a decline in visitors, Bermuda’s metrics are on the way up. Call center contacts are up 30%. Web visits have increased by 43%. Total arrivals have increased by 5%, while total tourist spending is up 8% -- evidence that Bermuda is reaching and converting the affluent travelers they seek. And repeat visits are at 48%, second only to island of Maui.