An effectiveness study on the Tourism department's new marketing plan is due to be released in the first two weeks of October.

The news came from Tourism Minister David Dodwell, who was responding to hoteliers' queries over the success of the "Let Yourself Go'' campaign.

He said a communication effectiveness study (CES) was presently being undertaken in the US which would measure the success of the Island's advertising and promotion.

A study had been done in July, he added, providing a quick review of the concept's success three months after its inception.

This had shown it had been well received in its target group of first time visitors that are between 25 and 49 years old.

The new study will measure the advertising scheme's success six months after it started using a phone survey.

He added that a similar CES done last year had shown the old marketing plan did not motivate potential visitors into visiting the Island and had prompted the marketing revamp.

But Mr. Dodwell added that he was concerned that Bermudians were getting fixated with marketing being the "panacea of all ills''.

Marketing more often and in different ways would not solve all the problems in the Tourism industry, he stressed.

Other areas that impacted upon a destination's success were its competition, product, complacency and economy.

Bermuda simply had to deliver when visitors arrived here instead of sending them home thinking they had been shortchanged, he explained.