Bermuda's tourism industry looks set to get a boost from the Island's new advertising campaign which was unveiled last night.

Developed by New York ad agency Arnold Worldwide, the multi-media campaign is tightly targeted toward affluent travellers and positions Bermuda as a sophisticated destination just two hours away from the East Coast.

"We feel that this campaign represents the strongest possible message to our target audience," said Tourism Minister Renee Webb at yesterday's unveiling.

"It conveys the message that Bermuda has always been the place for understated elegance, sophistication with a dash of colonial charm, British culture and proximity."

Bermuda shorts make up the Island's new logo and will feature prominently in the marketing package.

"Bermuda has always catered to an upscale market, and for that we make no apologies - the idea that mass tourism with its deep discounting under the premise that quantity is better than quality has failed," Ms Webb continued.

Fourteen print ads and two new television commercials have been created for the first major advertising campaign in five years.

Tourism officials noted that Bermuda will have a consistent television presence for the first time in two years.

Bermuda is "a little bit town and country, a little bit rock and roll," reads one of the ads. Another asks: "Where else are table manners among the souvenirs kids take home?"

"Is Bermuda a more refined Island? Well, it's said our fish do swim in private schools," reads another.

A series of ads have also been produced, by local agency RB&K, to raise local awareness of the tourism product.

The campaign was well received by the dozens of people who were invited to yesterday's unveiling.

"It's a definite departure from last year's campaign which I think truly enhances in the traveller's mind what Bermuda has to offer that is different from any of the other destinations that we are offered as travellers," said New Yorker Heather Stall, a travel director for Conde Nast.

"We think of the Caribbean when we think of Bermuda and maybe that's a mistake. We should think of Bermuda as a unique destination that has something to offer that no place else in the world has to offer and that is so true. That's what this campaign does - it illustrates things that Bermuda is different for."

The public is invited to view the campaign, which is on display at Number Six shed starting today until next week Thursday from 9 a.m. - 5 p.m.