new tourism message to North America began.

Radio Bermuda will feature 540 original 60-second radio spots on 15 popular radio stations in five major cities between March 30 and October 9 in a bid to encourage people to visit a "total Island resort''.

Specific print and magazine advertising will also be used along with public relations, direct marketing, Internet technology and sales and distribution initiatives.

The new plan has prompted major shifts in the Department of Tourism's Budget allocation with $3.5 million of $7.8 million set aside for advertising going to the radio and print spots.

The new North American communications programme was announced yesterday by Department of Tourism officials, hoteliers and community representatives who were part of the strategic task force which developed the new five year strategic marketing and business plan Tourism in 2002.

Tourism Minister David Dodwell said: "The plan builds on what the task force agreed was Bermuda's unique point of difference, the `total Island resort' idea that the entire Island is dedicated to the enjoyment of its visitors.'' It is built around the principles of converting potential visitors to actual visitors, creating on and off Island partnerships and targeting the specific customers Bermuda wishes to attract, he continued.

DDB Needham created the concept upon recognising Bermuda's strongest attribute was its extremely high satisfaction rate amongst visitors.

"Ninety-seven percent of visitors want to come back,'' said DDB Needham group account director Richard Lobel.

The firm found a variety of things made people want to return, he said.

Tourism unveils new campaign "The reasons behind people's satisfaction are rich and diverse. People personalise their Bermuda experience.'' The theme of people needing to taste what Bermuda had to offer before they could crave it was created. To allow this, DDB Needham developed a means through which people could experience Bermuda vicariously.

People's opinions on what made the Island unique were noted while the Island's architecture, heritage and culture were researched.

"Bermuda is not like any other product,'' said Mr. Lobel. "Bermuda has too much to say. Its message could not be communicated in two or three commercials.'' Instead, 540 unique messages were created. Radio was determined to be the principle medium through which to communicate them.

Mr. Dodwell said: "Radio Bermuda is really the most efficient and effective way to communicate the broad depth of experiences one can have here. With radio we can convey a variety of messages over time, while also selling specific packages to past and potential visitors.'' Print and magazine slots were designed to reinforce these messages.

Rush-hour commuters in the five core markets of New York, Philadelphia, Boston, Atlanta and Washington D.C. will hear Radio Bermuda each morning and night.

"Basically we will be hitting Americans two times a day for 135 days,'' said Mr. Lobel. The audience has the potential to be as large as 12 million people and impact upon 25 million.

"Radio has never been used in this manner,'' he stressed.

Harmony Hall owner Billy Griffith agreed: "No other destination has ever done this before. It is a unique concept. We will be speaking directly to the market every day.'' Tourism Board chairman David Hamshere added: "It's like bread baked fresh daily.'' The radio spots are designed to relieve the commuters' daily stress, convince them they need Bermuda and give them an easy way to book their holiday straight away.

The 270 local spots will be recorded and feature CedarBridge deputy principal Carlos Symonds talking about different aspects of Bermuda. Each will be played twice during either a morning or evening period and then be taken off the air.

Monday's premier broadcast featured Gibb's Hill Lighthouse and its commanding view of the Island. Monday night's broadcast featured Dennis's Hideaway.

Other Bermudians will be featured in these spots over the next six months.

The other 270 spots will feature live announcers at the 15 radio stations which have been handpicked for their influence amongst their devoted listeners.

They will give more details about Bermuda, offer listeners travel packages and provide information on how to book a trip while tying their broadcasts in with that morning's.

The radio spots will be supplemented by a web site -- www.radiobermuda.com -- and 85 consecutive messages in the Wall Street Journal.

The joint effort will provide a total of 2,515 vicarious tastes of Bermuda's Total Island Resort over the next six months.

The Wall Street Journal was chosen because it was the most popular publication amongst Bermuda's targeted potential visitors, noted Mr. Lobel.

Advertisements will continue to appear in other newspapers' weekend issues and magazines -- including Conde Nast Traveler, Travel and Leisure, Golf Digest, Modern Bride and Bridal Guide -- will be used to target sophisticated travellers and niche business.

Meanwhile Porter Novelli's public relations role will be to communicate the total Island experience through all media and provide news about the Island and promotions for Radio Bermuda.

A special Internet site to handle media requests only will be set up and noted psychologist and author Michael Mantell will help position Bermuda as the ultimate prescription for relaxation.

RADIO RAO