Batter Up For Red Sox, Bermuda Tourism
March 16, 2009: The Bermuda Department of Tourism has signed a deal with Fenway Sports Group to bring a slice of Bermuda life to Boston, with multi-media marketing in the area to include TV, outdoor and Internet, plus signage, promotional efforts and other activation at Fenway Park, home of the Boston Red Sox. Financial terms were not disclosed. The effort is aimed at attracting tourists from New England who might trade in their baseball bats for golf clubs at Bermuda's numerous courses. "Like the people involved with Major League Baseball, we in tourism know that this is the time of year when we need to perform at our best," Dr. Ewart F. Brown, Bermuda's Premier and Minister of Tourism & Transport, said at a press conference in Hamilton, Bermuda. He said this deal far exceeds one that Bermuda Tourism had with the New York Mets in 2008. "Marketing the Bermuda Tourism message with professional sports teams is a strategy that serves us well and we think this is the best sports marketing package we have captured thus far."