Bermuda's advertising and public relations agencies have gone back to "ground zero'' with the new marketing plan for the coming season.

Tourism Minister David Allen called all the outside agencies working for Bermuda to the Island last week for a mini-summit to plan the strategy ahead.

And they came up with four goals for the $11.6 million media budget to encourage the 2.5 percent boost in air visitor numbers Mr. Allen called for last Thursday.

The goals are listed as: fill as many of the 34,000 available seats on new air services; maintain core markets at least to the level of 1999; provide proper support for group incentives; and set aside funds for a cable television blitz early next year.

Mr. Allen said last year's marketing raised awareness by 22 percent in some categories and now they want to convert that into bookings.

The agencies will target identified groups that could become Bermuda vacationers through newspaper advertising, radio, direct mail and the Internet.

"We are looking at mind sets rather than demographics -- people from certain income areas,'' said the Minister.

"People who are looking for a more enriching experience, for the more discerning traveller.'' Much of the advertising will be centred around the new TWA gateway of St.

Louis and the second Delta flight out of Atlanta.

Public relations opportunities, newspaper ads and radio commercials will aim to lure people onto the new flights.

The Minister added that the comparison radio commercials which caused controversy last year will not run this year and added that the image adverts will not be used this season either.

Tourism officials will be happy if 23,000 of the 34,000 additional airline seats are sold this year and hope this will persuade the airlines to fly again in 2001.

In the core US markets, direct marketing and PR opportunities will be used to ensure they maintain their ground.

And the setting aside of funds for January and February will allow the department to "be in market'' early in 2001.

Some of the marketing ideas from the private sector long term strategy are already starting to become part of the overall plan, ensuring a gradual transition so private and public sectors are heading in the same direction.

David Allen