Ads make big impression with a small budget: Scott
in the House of Assembly on Friday night.
Acting Tourism Minister Alex Scott rose to his feet in defence of the campaign and pointed out that the Minister, David Allen , had in fact "inherited a brief where a significant share of the market was already lost''.
Mr. Scott praised Mr. Allen's accomplishments in the Ministry to date and explained "the Minister of Tourism with a small budget, had to make a big impression''.
And "a big impression'' is exactly what Mr. Scott contended has been done in respect of Bermuda's tourism advertising.
"In the past four to six weeks Bermuda has been the talk of the New York area,'' Mr. Scott held, "so much so that now the likes of Travel & Leisure, Time Magazine, Modern Bride and Senior Golfing are planning on doing articles.'' "Now when Bermuda speaks everyone listens to our message.'' Mr. Scott claimed. "Mr. Allen has done extremely well as he's gotten their attention with the limited funding he had.'' "You couldn't find our ads before,'' Mr. Scott added. "Someone would ask you where you are from and when you said Bermuda, they would ask, Bermuda? Where's that?'' In further defence of the campaign, Mr. Scott, who has been in the advertising business for more than 30 years, pointed out that the Hamptons are fighting back with a campaign of their own.
"And you will find other destinations following as well,'' he said.
Mr. Scott was enthusiastic about the future, claiming "telephone inquiries were up 16 percent as soon as the ads started, and unlike under the previous campaigns, those calls have actually converted into actual reservations''.
While admitting that some hotels have closed since the Progressive Labour Party has come to Government, Mr. Scott said they would re-open.
"While they were closed by the others, they will be opened by us,'' he said.
Continuing his bright tourism picture, Mr. Scott noted that most hotels on the Island were enjoying full houses.
"All bed nights are full for the next three to six weeks,'' he said.
"They're standing at the airport looking for an available hotel room.'' And in a final jab to the Opposition, Mr. Scott criticised the "Let Yourself Go'' campaign charging, "they let themselves go to everywhere else except Bermuda''.
