International business is to launch a drive to highlight the sector’s importance to the Island’s economy.

And it is hoped the new campaign will encourage Bermuda residents to pull together to attract new companies to Bermuda and boost its bottom line.

Campaign leader Cyril Whitter, president and CEO of Independent Management Ltd, said: “There has recently been much discussion about the importance of international business and the comparative roles of international business and tourism in Bermuda.

“But much of that discussion has been informed by anecdote and opinion rather than facts.”

He was speaking as he unveiled the campaign — under the banner “Everybody’s Business” — which will feature a radio talk show, town hall-style meetings as well as radio and TV advertising and a Facebook page.

Advertising will focus on Bermudians working in a variety of different areas and what international business means to their sectors of employment.

And the Facebook page will allow members of the public to have their say through online discussion and comment.

Mr Whitter said: “Our goal with the radio series is to ensure that the community is fully aware of the critical role that international business plays in our economy.

“Perhaps, more importantly, we will demonstrate how evolving initiatives in international business have great promise and could very well become a part of the solution to the economic challenges facing Bermuda.”

The campaign will explain how international companies — dominated by insurance and reinsurance firms — connect with jobs in support industries across the Island.

And it aims to improve service and hospitality in Bermuda in the face of increasing competition for business from other countries around the world.

The campaign will also look at initiatives designed to attract more business to Bermuda’s shores.

Mr Whitter said: “We want Bermudians to understand how international business positively impacts the daily lives of everyone on our island.

“We want to demonstrate how increasing the number of people here contributing to the local economy, both tourists and international business workers, helps support prosperity for everyone in our community.

“It is a timely and important discussion to have.”

The campaign, whose leaders also include Ministry of Education and Economic Development director of international business Travis Gilbert and Richard Winchell, executive director of the Association of Bermuda International Business.

The radio shows, hosted by Mr Whitter and Mr Gilbert, will start today on FM89 from 12.30pm to 2pm and run every Tuesday to February 18.

The first guest on the show — which will explore the major impact international business has had on Bermuda — will feature Stephen Lund, CEO of the Bermuda Business Development Agency, as the first guest.