BERMUDATourism is running a ú150,000 advertising campaign under the tagline ‘Paradise Found’ between January and March.
Adverts in the national press and specialist magazines will focus on the friendliness of Bermudans and island activities. Certain specific adverts will focus on golf, diving and weddings. The campaign is aimed at adults aged between 24 and 54 from socio-economic group ABC1.
Bermuda Tourism recorded a 26% rise in UK visitors to just over 26,200 in the first 10 months of 1999.
UK director Ian Parker put the increase down to the promotion of short breaks and two-centre holidays featuring Bermuda, and the addition of a fourth weekly British Airways service during the summer.
Eight tour operators have added Bermuda to their programmes for the first time in 1999, including Gold Medal, Jetlife and Distant Dreams.