Some of the array of weapons aiming to lure visitors to Bermuda have been unveiled to the public.

Personalised brochures, web pages, media advertising and an army of telephonists will go into battle in North America as the Island bids to re-invent itself as a destination.

And images of the Island, mixing picturesque spots with real Bermudians, will be beamed across TV sets and breakfast tables in one of the most ambitious marketing campaigns ever.

A short promotion is due to kick in soon and in July a massive offensive will take off.

And also revealed were plans for a two-day marketplace event in Toronto in September.

Minister David Allen met with hospitality industry officials and marketing partners yesterday as some of the ideas and images to be used in the scheme were revealed.

Representatives Maren Lau and John Bowen, from public relations agency Lew Hammond and Associates and advertising agency J. Walter Thompson as well as representatives from local Tango Multimedia, were on hand to explain their strategies.

A new type of visitor is in Bermuda's sights, with the holiday now focusing on "distinctive experiences that are worth paying for'', rather than sun and sand.

People will be targeted through specific magazines, newspapers, television and radio.

In addition, travel writers will be shown the Island and special offers will lure people for vacations based on activities such as scuba diving or golfing.

All callers the 800 Bermuda number will receive a personalised brochure through the mail -- based on questions asked during the call -- or can log onto a "weblet'' -- a web page designed especially for them.

But there was criticism of the selection of images for the ad campaign.

Peter Matcham, of advertising and design company Matcham and Matcham, asked why Bermudians were being asked for their opinions on the photographs, when it was more important what the Americans thought.

He added that the sample of pictures appeared to be similar to what had been used before -- calling for more culture instead of just beaches.

John Bowen said it was important to gauge opinion from locals, who knew what images would best represent their country.

He added that portraits of Bermudians would feature in the promotions.

Tony Brannon, an advertising professional, called for a dedicated on-line booking facility where people could select their holiday and book all types of properties.

Currently, he said, smaller cottages are advertising on Bermuda.com and doing great business.

Mr. Allen countered that although Internet advertising was important, a balance had to be struck with travel agents who brought a large proportion of business to Bermuda.

Input: David Allen Graphic file name: DAVALLE