A Bermudian teenager is featured as a model in Polo Ralph Lauren’s cruise campaign that launched this month after the American fashion brand was encouraged by the Bermuda Tourism Authority (BTA) to shoot on the island.
Polo selected 13-year-old Dellwood Middle School student Sweden Bashir from a casting call and featured him with other models in the campaign that was shot over four days in Bermuda last August. Locations included the 26-acre Coral Beach & Tennis Club in Paget, and the Great Sound aboard local sailboat, Island Raider, owned by Captain Gerald Smith.
“We’re thrilled Polo Ralph Lauren chose Bermuda as the setting for this major annual campaign—encouraged by the BTA through our US Open partnership that connects us to other sponsors of that tennis tournament,” said Victoria Isley, Chief Sales & Marketing Officer of the BTA, which last year signed a multi-year partnership with the US Tennis Association (USTA), becoming exclusive tourism partner of the US Open through 2021. Polo Ralph Lauren is the US Open’s official outfitter and since 2005 has designed uniforms worn by all on-court tournament staff.
Polo’s Bermuda campaign, whose first phase went live January 21, with a follow-up scheduled February 4, integrated content via the brand’s website, including its homepage and men’s and women’s landing pages, as well as social-media channels, email marketing campaigns, direct mail catalogues, and the brand’s online magazine, RL Mag.
In addition, a Polo In-App Sweepstakes went live January 21–24, marking the first time the brand has collaborated with a destination to register to win a trip. Curated through Polo Ralph Lauren’s marketing team, the initiative included a social-media campaign on Instagram, Twitter and Facebook.
“Coral Beach & Tennis Club is thrilled to showcase our unique venue with an iconic brand that exemplifies the same timeless elegance our members have sought in their experiences at this destination,” said Nik Bhola, General Manager of the resort whose tennis pavilion, private beach, suites, gardens and beach-terrace restaurant were featured in the campaign’s video and still shots.
Polo featured Bashir in its first Instagram post for the brand’s Resort Collection, where he was pictured sitting on deck aboard the sailboat. “He was extremely excited,” said proud Mom Fajr Bashir of her son, who also loves music, singing, and sailing. “He takes part in Bermuda’s Endeavour sailing programme, so he’s pretty comfortable on boats. He’s also done a bit of modelling in the past, so this campaign was fun and a great opportunity for him—he had a good time.”
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