Writing for Bermuda: Leveraging Bermuda s Brand Voice

Transcription

1 Writing for Bermuda: Leveraging Bermuda s Brand Voice Melissa Bartalos Senior Content Director, Miles Partnership Lara Ortiz Interactive Producer, Miles Partnership 1

2 Part 1 OVERVIEW: BERMUDA S BRAND & BRAND VOICE

3 Bermuda Then & Now

4 Brand Promise Bermuda is set apart by its location and way of life; it s where people, cultures and a certain mystique swirl together, connecting you to a place far from your everyday life.

5 Brand Pillars Bermuda is set apart from the sea of sameness Set apart by its location Set apart by its way of life Set apart by a certain mystique

6 Brand Pillars

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10 Additional Tips on Word Choice Words to use sparingly Boasts ( the museum boasts ) Terrific Lovely Magical Fantastic Magnificent Breathtaking Use them in context, not as a crutch

11 Additional Tips on Word Choice Example 1: Use of boasts YES: The museum boasts a rare collection of highly regarded early works by Winslow Homer. NO: The museum café boasts delicious sandwiches and coffee, tea and soda.

12 Additional Tips on Word Choice Example 2: Use of magical YES: Looking out into the waves after dark, the surf glows with the bright green bioluminescence of fire worms. Often referred to as nature s fireworks, the sight feels almost magical. NO: The view of the city from the harbour is magical.

13 Top-Level Brand Writing Guidelines Write for your audience Address readers directly whenever possible (ex: You ll find this. Discover that.) Paint a picture of the experience Share vivid, specific details and highlight unique attributes; minimize fluffy adjectives Be original Avoid clichés; try to say it in a new way Edit for active voice Focus on strong verbs Edit for brevity Remove unnecessary words that could dilute your message Always aim for substance and specificity

14 Part 2 EXAMPLES: THE VOICE IN ACTION

15 Brand Voice: Setting the Stage

16 Rebranding Copy Before EXOTIC CAVE WEDDING: Grotto Bay Beach Resort & Spa This is the perfect destination for a "Bermudaful" experience! Choose to have your ceremony in an outdoor gazebo above the azure blue water with the reception to follow in a spectacular 500,000 year old cave. After HEAVEN & EARTH: Grotto Bay Beach Resort & Spa Have your wedding ceremony in a gazebo above the azure blue water with the reception down below in an awe-inspiring 500,000- year-old cave. Talk about the best of both worlds.

17 Specificity & Vivid Detail Before Get ready for an adventure on the water! After Get ready to zoom past secluded, rocky coves and centuries-old shipwrecks on a jet ski tour of Bermuda.

18 Specificity & Vivid Detail Before After Fish is a staple on the island, and there's no shortage of rum, either. You'll find fish breakfasts, fish sandwiches, fish cakes, fish chowder and enough rum to sink a pirate ship.

19 Specificity & Vivid Detail Before Bermuda's national dish, fish chowder, stems from an age-old tradition. Early settlers first cooked the flavorful soup right on the shores of St. George's. After Bermuda's national dish is fish chowder. Fishermen first cooked it hundreds of years ago, simmering their soup in mighty cauldrons above bonfires on the beaches of St. George's.

20 Specificity & Vivid Detail Before The hotel offers a wide variety of amenities right at your doorstep: a private beach, swimming pools, tennis courts, restaurants and a bar serving delicious rumbased drinks. After Wake up here and you'll find a holiday's worth of charms at your doorstep: a private beach, four swimming pools, tennis courts, a duo of restaurants and a rum-toting bar befitting a top-brass admiral.

21 Originality Before & Afters Get ready for adventure! Pack your adventurous side. Bermuda is pretty in pink: Pink sand, pink sunsets and pink hibiscus will delight visitors. No rose-coloured glasses needed. Bermuda woos with pink sand, pink sunsets and pink hibiscus.

22 Originality Diversity of Language: Mixing the Sophisticated & Casual Having a bold streak has always come in handy when visiting Bermuda. Bermuda's turquoise waters will provide a natural amphitheatre for the nautical hijinks of the 35th America's Cup. Explore the stalactite-stuffed Crystal Caves near Castle Harbour.

23 Being Genuine Before Discover pure island romance. Once you spend a little time here with your new partner-for-life, you ll never want to leave. After Discover pure island romance with more than a touch of luxury. Once you spend a little time here with your new partner-for-life, you'll make another vow: to return.

24 Brevity Before (13 words) Rent a bike and hit the trail! The historic Railway Trail, that is. After (9 words) Rent a bike and hit the historic Railway Trail. Before (17 words) Don t miss a chance to feast on some local specialties such as... After (13 words) Feast on local specialties such as

25 Part 3 WORKSHOP EXAMPLES

26 Exercise #1 Good Dreamy beaches, stunning sunsets and breezy cocktail cruises on the water are among the motivations to head to Bermuda for a long weekend. Better Best Pink-sand beaches, ocean sunsets and breezy cocktail cruises are tempting reasons to head to Bermuda for a long weekend. Lounge on pink-sand beaches, kick back on a cocktail cruise and toast to ocean sunsets during a long weekend in Bermuda.

27 Exercise #2 Good The Town of St. George is a UNESCO World Heritage site featuring centuries-old architecture, historic attractions and charming shops and restaurants. Better The Town of St. George, which has been designated a UNESCO World Heritage site, is full of cobblestone streets and quaint lanes. The historic town is home to British colonial architecture, historic attractions and alluring shops and restaurants. Best Cobblestone streets and quaint lanes crisscross the Town of St. George, which has been designated a UNESCO World Heritage site. Take a walking tour to discover British colonial architecture, historic attractions and alluring shops and restaurants.

28 Exercise #3 Good Hotel X offers a beachy yet refined experience just minutes from the Royal Naval Dockyard. Guests enjoy modern amenities, stunning views and all the friendly service Bermuda is known for. Better Hotel X offers the best of Bermuda s pink-sand beaches with easy access to the island s popular cultural attractions. Just minutes from the hub of Royal Naval Dockyard on the West End, Hotel X offers modern amenities, panoramic ocean views and exceptional service. Best Escape to the pink-sand beaches of Bermuda and experience the culture and character of this alluring island. Just minutes from the hub of Royal Naval Dockyard on the West End, Hotel X offers modern amenities, panoramic ocean views and a welcoming staff dedicated to making your stay exceptional.

29 Part 4 ADDITIONAL GUIDELINES & TIPS

30 Consider Your Audience Leisure visitors Wedding planners Meeting/conference planners Travel trade (such as tour operators) Always keep the audience in mind. If a business or service doesn t seem relevant to the average visitor, consider who it might be relevant for and let that guide your writing.

31 Quick Tips: Style & Mechanics Commas: No final comma in a series (one, two and three) Dashes: Use the en dash ( ) vs. em dash ( ) Put a space on both sides of the dash Example: This is one example and it s short. Exclamation points: Use sparingly, if at all Addresses: Abbreviate Rd., St., Ave., Hwy., etc. Numbers: Spell out all whole numerals less than 10 Times: 12 pm (lowercase pm/am, no periods, no :00) Wi-Fi, , no www. in web addresses

32 Final Thoughts Embrace the opportunity to share your message with visitors and potential visitors; speak directly to them when possible. When writing, focus on the experience. To achieve this, keep substance and specificity at the forefront. Edit and re-edit to make the copy more active, more original and more concise.

33 Questions

34 Thank you!