sector was unveiled yesterday.

The third year of the Bermuda International Business Association's local marketing programme will attempt to tackle areas the first two phases failed to affect.

Heading the local awareness programme, "a key part of BIBA's mandate'', advised BIBA chairman Glenn Titterton, is the slogan "International Business.. .it's about all of us''.

"The programme assists us to generate a better understanding of International Business and how it is connected to a broad range of people and occupations within the local community, as well as promoting the opportunities available within the industry for Bermudians,'' said Mr. Titterton.

A survey on the impact of the first two years of the programme found that: Some improvement had been made in increasing people's awareness about international business industry; In-depth understanding of the international business sector remained low; Certain segments of the local community still felt that they were not connected to the international business sector and that their opportunities in this sector were low; and There was a better understanding amongst people of how their jobs related to international business.

"We believe from our polling campaign that we have achieved considerable success,'' said Mr. Titterton.

"But the third phase will attempt to provide a greater depth of understanding of the industry, and address the negative perceptions that still exist.'' BIBA local marketing committee chairman Norris Ebbin said: "There is a change in emphasis within the campaign this year.

"It is even more people oriented, focuses on a range of Bermudians working within the industry and incorporates a greater variety of occupations to demonstrate how international business is directly and indirectly linked to `all of us'.

"The link and interdependence between international business and the tourism industry is also highlighted more clearly.'' Finance Minister Grant Gibbons threw his support behind the project.

He noted: "There are about 13,000 jobs in Bermuda which are either directly or indirectly dependent upon international business.

"It is also interesting that since 1993, international business is now spending an additional $250 million a year on the Island.'' This takes the figure for international business on-Island expenditure up to some $631 million per year.

The programme will use television, radio and print advertising plus a new audio visual presentation featuring Bermudians directly and indirectly connected to the international business industry. The audio visual presentation will be presented to schools and community groups by BIBA volunteers.

A new brochure and posters have also been produced and the programme will also involve participation in special events such as school career days and tourism appreciation week.

Mr. Titterton noted the broad participation of Bermudians in the programme reflected and supported the programmes message -- that international business impacted the whole community.

"Participants in the audio visual presentation volunteered their time and were not scripted so the views expressed and comments made were not manufactured.'' The programme began three years ago when research discovered a lack of awareness of, and commitment to the international business industry amongst the local community.

It receives financial support from both the private and Government sectors.

Mr. Ebbin said: "This is the last year of the initial implementation period of the awareness programme.

"A survey will be conducted next year to evaluate the effectiveness of this last wave of activity and the results will be used to determine whether the programme should continue for an extended period, and if so, how it should evolve.'' What the BIBA survey said A survey on the impact of the first two years of the programme found that: Some improvement had been made in increasing people's awareness about international business industry; In-depth understanding of the international business sector remained low; Certain segments of the local community still felt that they were not connected to the international business sector and that their opportunities in this sector were low; and There was a better understanding amongst people of how their jobs related to international business.

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