Taxpayers paid $3 million for the Bermuda Music Festival 2008 and its superstar performers Beyonce and Alicia Keys.

Premier and Tourism Minister Ewart Brown yesterday told a press conference that spending on the event represented "excellent value for the exposure".

The Festival was featured in print media including Ebony and InTouch Weekly magazines and the Boston Globe and New York Times newspapers. It also received "high-profile" coverage on such websites as LATimes.com, Forbes.com, People.com, Netscape, Ebonyjet.com and Boston.com.

According to public relations firm Corbin & Associates, the publicity value was $3.5 million. The figure does not include further anticipated exposure of the Island through television ads shot here featuring Beyonce.

The 2008 event drew 1,500 visitors to the Island. It cost $5.8 million to stage, with $2.8 million recouped in revenue a net cost to taxpayers of $3 million.

This year's Festival will be scaled back as resources will be redirected toward a battle plan to drive visitors to Bermuda throughout the year.

Dr. Brown said the core objectives of the Department of Tourism's plan are:

• maintain the share of business at the 2008 level for visitor arrivals;

• concentrate marketing and sales efforts on the north east geographic markets in the United States;

• continue strong promotional efforts in the key secondary markets of UK, Canada, Italy and Germany;

• continue work in China and South America;

• heighten emphasis on digital marketing;

• solidify the sales process in conjunction with hotel partners.

Short-term promotional plans over the next three months include:

• major television, radio and print advertising highlighting the destination in New York, Boston, Philadelphia and Washington;

• 400 plane ticket promotional giveaways as part of the 400th anniversary;

• industry events in the second quarter in gateway cities;

• 400 tickets for £400 promotion in the UK market;

• incentives to key travel agency partners.

"We are now ready to head into 2009 with a solid plan of action," said the Premier.

"The waters will be choppy, but our Island has not survived four centuries without weathering a few storms. If there's anything I am sure of, it is this: Bermuda knows how to weather a storm."

Dr. Brown revealed the Department of Tourism has engaged the services of global digital marketing agency iCrossing, to strengthen its on-line presence and to drive incremental business to the Island.

He said Delta Air Lines officially announced yesterday that it will resume its seasonal service between LaGuardia Airport and Bermuda now that fuel costs are more palatable. The service will operate from May 22 to September 8 using a 160-seat Boeing 737.

And a project called 'Rejuvenating the Tourism Workforce' is being launched in a bid to encourage more Bermudians to get interested in the hospitality industry. As part of the initiative, the Premier said he would personally roll up his sleeves and join the staff at hotels and see how they go about their jobs.

"I hope this seemingly small gesture will shine a positive light on people who get little notice but are so critical to our economy," he said.

"I also hope this initiative will return some of the glamour and lure for a career field that often plays a distant second to international business."

Giving updates on hotel developments, the Premier said Carl Bazarian had provided assurance two weeks ago that he was still very confident of delivering the new Park Hyatt Hotel at the old Club Med site.

He said the multimillion dollar five star Tucker's Point has completed the first phase of its hotel development. The hotel, which has a capacity for 100 units, is nearing completion and will be ready for a soft opening April 1, 2009.

The first of three phases at the Reefs Hotel is complete, with two more phases expected for completion in May and June.