The eastern coasts of the United States, Canada and the United Kingdom will be the initial focus of the new American company drafted in to boost Bermuda's overseas tourism efforts.

In a press statement on Tuesday, Sales Focus revealed it had secured Bermuda Department of Tourism as its newest client – four months after Sales Focus announced the link-up in an almost identical release.

The firm was recruited amid anger home and abroad last summer when Premier and Tourism Minister Ewart Brown made long-serving Bermudians in the New York office redundant in what he described as "an outsourced sales solution".

The matter ended up before the courts because Dr. Brown broke Government's contractual agreement by failing to consult with the Bermuda Public Services Union to explore other options before kicking staff out of their office.

However, the union was unable to stop the move as the contract with Sales Focus was rushed through before legal proceedings began.

In a carbon copy of its press release last September, Sales Focus' new statement says: "Sales Focus Incorporated, the pioneer of the sales outsourcing industry, announced today they have secured Bermuda Department of Tourism as the newest members of a growing list of international outsourcing clients."

It includes a comment from president Tony Horwath, who described Bermuda as one of the most beautiful islands in the world.

In one of the few passages not included in last September's press statement, Mr. Horwath goes on to say: "Our initial focus for Bermuda will be the eastern seaboard of the US, Canada and the UK. Each market will have a dedicated sales representative focused on driving travel and tourism to Bermuda."

Tourism director William Griffith is quoted saying: "Our partnership with Sales Focus will enable us to reach an untapped market and drive new sales to Bermuda's tourism product."

The Premier's press secretary Glenn Jones, said the contract had been in effect for months and claimed this week's repeat announcement was for "people who hadn't heard the news yet".