hit a raw nerve on the US east coast.

This weekend Long Island is launching its own commercial in the top selling New York Times, firing a broadside at Bermuda for its own campaign belittling the resort area.

And the feature is likely to get widespread media coverage after the region invited several network TV stations to view the ad yesterday.

On Sunday, the quarter page commercial -- comparing many of the attractions flagged by Bermuda -- will be seen by millions of Americans.

And the man behind the retaliatory blitz challenged Tourism officials here to apologise for their actions by running another ad -- thus generating publicity for both destinations.

Michael Hollander, president of the Long Island Convention and Visitor Bureau, said: "I thought their advert was pretty good and brought Bermuda to the top of the heap.

"We have jumped on the bandwagon and given people reasons why they should come to Long Island and not Bermuda.'' He added that just one aspect of the Bermuda advert, which stated why four days here were better than four days in the Hamptons, prompted the response.

"The line that got everybody very angry was `Everyone in Bermuda is courteous and friendly. Everyone in the Hamptons is from New York', that was extremely derogatory to New Yorkers,'' said Mr. Hollander. "It got us more upset than anything.

"People are not happy, therefore they will not want to go to Bermuda. It could hurt more than help.

"If I was Bermuda Tourism, I would take another ad out to apologise in a comical way, that way they would get further publicity but also be nice to New Yorkers.'' The Long Island area attracts 26 million visitors a year and in 1998 saw its market share jump 18 percent.

The attack followed a public rebuke to Bermuda by Suffolk County executive Robert Gaffney whose area falls within the Long Island region. He called for an apology.

Tourism Minister David Allen previously rejected calls from Shadow Minister David Dodwell to drop the offending adverts, after commercials poking fun at Scotland, Venice, Cape Cod and Long Island caused offence with residents and travel agents.

He cited increased calls to Bermuda holiday information lines as an indication of the success of the campaign.

But one advertising professional added his weight to calls for the commercials to be dropped.

Peter Matcham, who runs agency Matcham and Matcham, said the anger should be directed at the New York company responsible for the campaign, J. Walter Thompson.

"The majority of people I have spoken to are certainly offended by the mud slinging,'' he said.

"I think the ads are funny, but at someone else's expense. We don't have to do that with our campaign.'' Mr. Matcham said he even considered taking out a rival ad in a Long Island newspaper, setting the record straight and apologising on behalf of Bermudians for the ads.

SIZING-UP BERMUDA Sizing-up Bermuda Long Island replies: Size isn't the only area where Bermuda doesn't measure up to Long Island.

With 1,400 square miles, Long Island's attractions are endless.

With 20 square miles, Bermuda's attractions soon end.

*** You can head to the Hamptons on Long Island anytime you please.

You can head to Bermuda when there is a flight and struggle with Customs and departure taxes after you get there.

*** Long Island offers 57 public golf courses.

Bermuda's limited choice of nine courses could tee you off.

*** On Long Island, you enjoy free tastings at 21 wineries.

In Bermuda, you can stare at high priced lists.

*** Long Island has an amazing variety of Gold Coast Mansions from the Roaring Twenties.

Bermuda has buildings in pink, pink and pink.

*** On Long Island, you drive your own car in comfort.

In Bermuda, you ride a moped on the wrong side of the road.

*** Long Island has been free of British rule since 1776.

Bermuda has had no such luck.