16 December 2007

A U.K.-based research group reports that Bermuda Tourism received $7 million in worldwide media value when it hosted the 2007 PGA Grand Slam of Golf.

Premier and Minister of Tourism Ewart F. Brown said: "We spent $1.5 million dollars to lure the Grand Slam of Golf to Bermuda so it's very easy to see that we benefited from a huge return on our investment. The goal was to score exposure for our tourism product around the world; clearly that goal was accomplished."

The 2007 PGA Grand Slam of Golf was broadcast internationally on television in more than 100 countries this past October. The tournament was played at the Mid Ocean Club in Tucker's Town – the first time the decades-old tournament was played outside of the United States.

Comperio Research calculated the media value around the world by evaluating the amount of times Bermuda was identified with on-screen graphics, beauty shots, broadcast commentary, etc. Each of those elements carries a value in the world of media. On a global media scale Bermuda benefited from a $7 million media reach.
16 December 2007

The Premier said: "Comperio is a well regarded company with a well tested method. Its data tells me that the 2007 PGA Grand Slam of Golf is worth $7 million dollars, but we got it at a steal because we paid $1.5 million.

"Bermuda's partnership with the PGA Grand Slam is particularly valuable because tourism is being promoted during a highly watched television program as opposed to being promoted only when the commercials are on. Millions of people watched and they were inundated with beautiful images and flattering mentions of Bermuda."

The country also benefited from the revenue generated on-island during the Grand Slam by way of hotel stays, taxi take and restaurant and retail receipts.

The 2008 PGA Grand Slam of Golf will be played in Bermuda on October 14th and 15th and will once again be televised around the world through TNT Sports.