Amex Express Travel Planner – Bermuda

Amex Travel Planner – Bermuda

“As always, thanks for doing such a great job with these travel planners…you are a consummate storyteller, We love your work!-Bob Bates, Creative Director, Bates & Lee  – PRODUCT: Direct Response Travel Planner (Long-Body copy) on Bermuda.  CLIENT: American Express Travel

Product: Direct-Mail Piece on Bermuda (Long-body copy)

Client: American Express Travel

Target Market: American Express Cardholders

Agency: Bates & Lee Advertising

Tone: Sophisticated, lively style with a comic flair for the high-end traveler.

Challenges: (1) To overcome the impression of Bermuda as being too staid and (2) to sell Bermuda as a place to go off-season.

Read American Express Travel Planner for Jamaica
Read American Express Travel Planner for Cancun


Bermuda. A Civilized Paradise.

Bermuda.  An amazing archipelago of 180 spectacular coral-formed islands and islets—all encompassed within a mere 21 square miles. This near-perfect terra firma, formed by an underwater volcano and founded by adventurers, is riotous with color, yet tamed by tradition. No, it’s not part of the Caribbean. Bermuda is its own good thing—lying 650 miles due east of the Cape Hatteras on North Carolina’s Outer Banks. It’s far enough away to really be another country, yet close enough to qualify for a spontaneous holiday.

Islanders, who often complete a coat & tie outfit with Bermuda shorts (what else), often describe Bermuda as “paradise—with protocol.” And speaking of “protocol,” there’s only one thing that Bermudians require of visitors to their island: that they say “Good morning!” before they ask, “How can your country be so beautiful—and so clean?”  Warm and generally genial Bermudians are happy to give you the answer. But you’re better off discovering it for yourself. Along Bermuda’s breezy roads are hundreds of hamlets and coves, some offering “private” beaches where you’re likely to find yourself alone. Mo-ped around the vibrant, foliage-rich island with its billowy masses of wild, aromatic oleander, frangipani, bougainvillea and hibiscus. And no paradise would be complete without tropical palms. In Bermuda, of course, they have aristocratic names like Cuban Royal, Princess and Queen.  And from any point on the island you can see Bermuda’s indigenous trees—lovely and sturdy cedars that 400 years ago were used to build ships named Patience and Deliverance—famous vessels of mercy used by the very first Bermudians to help rescue early Jamestown settlers. Now those needing refuge come on purpose to the country that was discovered by “accident.” “Sometimes a dose of Bermuda is just what the doctor ordered,” a returning visitor will tell you.

The Bermuda Angle: Exploring the Parishes

“The Rock” as Bermudians call their corner of heaven, is divided into nine parishes, all named for shareholders of the original 1610 Bermuda Company. Half the fun of exploring Bermuda is wandering down a forgotten lane or discovering some little pink beach or cove where you could just be the only one there. The other half, of course, is taking in all those sights that will help you get a deep sense of Bermuda’s rich history and folklore. From west to east here are eight of those parishes: SANDYS PARISH “God’s country.” Small farms, open spaces, old homes and craggy coastlines. Privacy and romance are the operative words here. A very large (75-acres) Royal Naval Dockyard with its collection of 19th century buildings is a big draw for visitors; a much smaller draw is the world’s smallest bridge, Somerset Bridge. SOUTHAMPTON PARISH Laze the day away at Bermuda’s most popular beach (Horseshoe Bay) or go golfing until you’re too pooped to putt and need to go pubbing instead. Besides a plethora of pubs, you’ll also find romantic waterfront dining and high-end resort accommodations where you’ll get plenty of pampering. PAGET PARISH This season there’s lots of elbowroom at Elbow Beach, ideal for strolls  along the water hand in hand. The Bermuda Botanical Gardens will help you identify all the flora and fauna you see during your travels. PEMBROKE PARISH Here you’ll find Hamilton, Bermuda’s capital and its only full-fledged city. Serious English pubbers, shop-till-you-droppers and land lubbers (or at least those not needing to stay on the beach), might want to lay down anchor here as the base to stay and play. To the latter end, taking in a bona fide English parliament is a most entertaining experience, as is exploring the wonders of the Bermuda Underwater Exploration Institute. DEVONSHIRE PARISH Smack dab in the very center of the island, this is Bermuda’s tranquil best. Green and hilly, with fabulous seaside estates. SMITH’S PARISH Nature lovers, birdwatchers and hikers gravitate towards The Spittal Pond Nature Reserve, just a hop, skip and a jump from Flatts Village, a former smugglers’ haven. HAMILTON PARISH The Bermuda Perfumery is located here, bottling and selling the many-faceted fragrances of Bermuda’s flowers and selling them to the world. The abundance of caves and water-filled grottoes are also must-sees, as is the internationally recognized Bermuda Aquarium Museum and Zoo where you can identify all the colorful fish you might have seen while snorkeling. ST. GEORGE’S PARISH A history-buff’s mecca. The second oldest English settlement in the New World (Jamestown was the first), it’s easy to see why Sir George Somers left his heart there (the rest of his body was taken back to England) when he died a year after landing there in 1609. During the American Revolution, it was the site of a dangerous gunpowder-for-food program where divided loyalties caused American-dependent Bermudians, facing their British governor, to pretend that they “knew nothing.”


Think Bermuda, and images of tidy, multi-colored cottages, businessmen shod in shorts and loafers, rose-colored beaches, and quintessential British traditions like cricket matches, afternoon tea and cozy English pubs spring to mind. It’s not just a stereotype—this really is Bermuda. Nowhere has classic British colonial influence persisted more. Gardens are tended to magnificent obsession, the most popular shops sell tweed jackets (even though the temperature rarely drops below 58), and pubs with names like The Frog & Onion pour foaming British ale. Bermuda has been called a “conservative country with flamboyant ironies.”  Yes, there may be plenty of pomp, but you won’t find too much pompousness—unless you count a gent giving up his seat on the bus for a lady. Here, chivalry and genteelness still thrive. Tea anyone? No matter where you are on the island, at 4:00 p.m. it will be served. And there’s nothing quite as comforting—or as delectable—as an English tea.
Bermuda’s warm personality extends to its architecture. Or perhaps it’s the other way around. From light-up-your-life lime-green to lilting lavender, delightful Bermuda domiciles with their gleaming white roofs (whitewashed and cleaned to preserve the clean rainwater) are given whimsical names like Struggle, Spoon Fed, Last Penny and some that just plain don’t make any sense. Bermudians have a Garden-of-Eden habit of nicknaming everything—they’ve even named themselves! (Natives proudly call themselves “Onions.”) And speaking of Eden, there’s something else Bermudians like to do. They like to hedge. And plot. And they do it with true British aplomb. Lush private gardens abound. Sneak a peek through the hedges and be prepared to view some serious secret, and not-so-secret gardens. One thing’s not a secret. And that’s wherever you go in Bermuda you’ll always find delightfully friendly people who will make you feel much more like an islander than a visitor.


Bermuda’s sub-tropical climate offers a longer-than-usual summer, but an equally delightful fall and winter as well. Winter has its own rewards, the first being it’s less crowded.  It’s also less expensive and the more temperate climate makes it ideal for such outdoor activities as tennis, golf, exploring, beachcombing and, of course, shopping. And if you want the wind knocked in to your sails, winter is the best time in Bermuda for windsurfing. Thinking of tying the knot? Symbolize your leap of faith by taking your nuptials on a cliff overlooking the ocean, such as scenic Astwood Park, or right on the pink sands of a sub-tropical beach. If you’re already married, then mixing romance with golf is something Bermuda is also known for. Lush fairways are a signature of Bermuda—and there are lots of them. Bermuda has more golf courses per square mile than any country in the world. Those looking to get into a different romance racquet—tennis—have plenty of places to go courting as well. There are over 70 courts on the island, with a variety of surfaces. Most of the larger Bermuda hotels have their own courts, many of them floodlit for night play. But perhaps the most exciting thing to do in Bermuda is exploring Bermuda. The island is famous for its “pocket beaches,” and you’ll find at least a dozen of beachcombing options to choose from in the nooks and crannies of Horseshoe Bay. Then be sure to reserve at least one day for shopping in the capital of Hamilton, where  you’ll find good deals on cashmere sweaters, linens and crystal. Do you wahoo? Then dine at any one of number of elegant waterside restaurants in the harbor of Hamilton where jazz and jazzed-up Bermuda fish chowder or grilled wahoo will keep you going upstream. Want to ride off into a stunning sunset? Do so by galloping (on a horse of course) through dune grass and oleander at South Shore Park. And don’t miss the Bermuda Railway Trail—an 18-mile parish-to-parish trail that reveals a parade of island views, quiet bays, limestone cliffs, small farms and groves of mangrove and cedar wood trees.
Bermuda, once called “The Devils Island” by wary seafarers and even Shakespeare himself in The Tempest, is now a Heaven-sent sanctuary for thousands of world-weary visitors who seek shelter from the frenetic. They discover what so many travelers before them have found:  a pristine retreat that is far from ordinary, yet comfortably close to home.


Read American Express Travel Planner for Jamaica
Read American Express Travel Planner for Cancun


About seekandfind

I'm a strategic storyteller/copywriter who is divinely wired to be idea-driven, strategic minded & cause motivated.

Comments are closed.

%d bloggers like this: