Bermuda is setting its sights on US culture and sports seekers with its off-season advertising campaign.

Called "Fall into Spring'', the latest promotion was launched by Tourism Minister David Allen in New York this week.

It is targeting visitors seeking "enrichment activities'' -- primarily golf, heritage tours and also honeymooners.

At the heart of the campaign is a new move to lure US golfers to the Island during November to March.

Tailored programmes in conjunction with specific hotels and Meyer Travel will offer special vacation deals, complete with an advance booking system that will allow holidaymakers to set up golf months ahead of their trip.

Assistant director, marketing Cherrie Whitter said a past criticism had been a tee-time scheme that only allowed visitors to book seven days ahead -- and only at Government courses.

Now, golfers will be able to book tee times 60 days in advance with Belmont, Ocean View, Port Royal, St. George's and Southampton Princess.

"We have identified what motivates golfers to travel,'' she said."It is quality golf courses and the ability to book advance tee times.

"If golfers are travelling to play golf, they want that tee time confirmed well in advance to guarantee a place on the course.

"It was a drawback in the past for us to be able to sell and it was a challenge for the hotels to be able to sell golf packages.'' Now, hotels, travel agents and clients will be able to make one phone call to arrange their golf.

Newspaper advertising, direct mail and e-mails will be used to reach prime targets on the east coast.

With American Express, the Department of Tourism is aiming for culture seekers, with some hotels offering five nights for the price of four -- included are transfers, heritage Bermuda passports and other activities.

"During the Fall into Spring period we look at what Bermuda has to offer and what our targets are interested in,'' Mrs. Whitter said. "We sell ourselves differently.'' Canada, which sends more than half its visitors between November and March, has its own campaign which includes some of the elements of the US promotion.

But with aircraft seat availability an issue during the winter months, when many airlines cut back flights and downsize planes, there are expected to be periods when would-be visitors will find tickets at a premium.

And for the past two years there has been a twice-weekly charter service from Canada during the winter, but so far there is nothing confirmed for this season.

Lasting impression: Bermuda Minister of Tourism David Allen (centre) is flanked by his entourage on the most recent Bermuda trip to the Canadian capital of Ottawa.