The British traditions, friendliness and multiculturalism of Bermuda's people will be showcased in London today as the Tourism Minister launches the Bermuda Brand campaign.

Renee Webb said the campaign is similar to the one initiated last year in New York but will "boost Bermuda's profile as a top tourist destination in the UK and Europe".

International star Grace Jones and an appearance by international model Koo Stark are the highlights of today's events at the Royal Horticultural Society's Lindley Hall.

Ms Webb said: "We are delighted to kick start the New Bermuda campaign which looks to put Bermuda front and centre in this very important segment of the tourism market."

Marketing events will continue throughout the month with the launch of window displays showcasing Bermuda in Selfridges, one of the UK's leading department stores.

The window displays of the London, Manchester and Birmingham stores will display images of Bermuda for a week starting February 6.

"It is only the second time ever that the nation's 'favourite department stores' windows have featured an exclusive display," a Press release said.