How Bermuda brought the island to New York’s busiest commuters and took over Grand Central.
+51%
site visit lift
2,564,391
campaign impressions
590K
unique devices reached
22
SWARMS at Grand Central
Bermuda Tourism Authority partnered with Carvertise to bring Bermuda to New York City’s busiest commuters. Six full-wrapped rideshare vehicles with underglow drove New York for five weeks, timed to reach travelers ahead of the spring and summer travel season and drive them online to plan a trip.
Each vehicle carried Bermuda’s island creative from bumper to bumper, with underglow lighting that kept the fleet visible after dark. Twenty-two concentrated SWARMS activations brought groups of branded vehicles to Grand Central Terminal, one of the busiest transit hubs in the country, putting Bermuda in front of commuters and travelers at peak foot-traffic moments.
Inside the vehicles, digital tablets and driver handouts extended the message to riders, turning each trip into a one-on-one brand moment.
In just 5 weeks, the fleet delivered 2,564,391 impressions and reached 590K unique devices across 8,299 miles of New York City streets. StreetMetrics mapped reach and frequency across the market.
The campaign drove people online, too. Web lift measurement compared people who saw the cars against an unexposed control group: those exposed were 1.5x more likely to visit VisitBermuda.com, a 51% lift in site visits at 98% confidence.
Jamari Douglas
Former VP of Marketing · Bermuda Tourism Authority
“Carvertise brought Bermuda to life on the streets of New York City, extending our Grand Central takeover and giving travel trade and sales partners an immersive way to experience our destination. The campaign connected brand visibility with meaningful engagement and business development.”
6
Vehicles
5
Weeks
2,564,391
Impressions
8,299
Miles
590K
Unique devices
site visit lift
People who saw the cars were 1.5x more likely to visit VisitBermuda.com than an unexposed control group (98% confidence). In five weeks, six full-wrapped vehicles with underglow delivered 2,564,391 impressions to 590K unique devices across 8,299 miles of New York City streets, with 22 SWARMS at Grand Central Terminal putting Bermuda in front of commuters at peak foot-traffic moments.
