THE STORY
Many individuals in Bermuda were unaware of the registration and election process; Similarly, many were unfamiliar with the new location of the Parliamentary Registry as well. Election differentiation along with the eligible criteria of voters was of grave concern to the client. Consequently, Gino Group created a marketing mix that would segment and communicate relevant information to the appropriate eligible voter groups.
GINO GROUP'S ACTION
After evaluating that the news format for Bermuda had not been upgraded in over 20 years we decided to reinvent how it was presented by applying a "Good Morning America” treatment and feel using live views of Bermuda’s natural scenery as the backdrop for the half hour special. We also took to the streets with pole banner ads in new high traffic areas and
placed plasma screen televisions in front of captive audiences at the Department of Motor Vehicles and the shopping mall.
METHOD
Website Development
Innovative Creative
Integrated Advertising (Broadcast, Online, Print, Outdoor)
Brand Development and Marketing Strategy
Graphic Design (Print and 3D Television)
Media Planning and Buying
Personal Styling and Image
THE OUTCOME
Increased voter awareness along with the amount of
individuals registered with the Parliamentary Registry
taking the numbers from 20,000 IN 2008 to 35,000 IN 2012.
We have increased international visibility through the
introduction of all web and social media presence. www.elections.gov.bm
