Bermuda was found to be a top vacation choice among affluent Americans in a survey undertaken out this summer.

The survey, which was carried out by New York-based Hall & Partners USA Inc, consisted of 500 frequent travellers on the effectiveness of Bermuda's marketing campaign.

The interviews were carried out in Atlanta, Boston, New York, Philadelphia and Washington DC between May 23 and June 15, of this year.

The interviewees were of both men and women who ranged in age between 35 and 65 years old, with an income of $125,000 per annum and travelled twice a year for leisure purposes.

The respondents were shown both print and television advertisements, without the Bermuda logo and 77 percent of those surveyed were able to identify the Island.

"This is no small achievement in this category," said John Miller of Hall & Partners.

"It is very unusual for destination advertising to deliver such high brand recognition so fast. This is a great strength of the campaign.

"The research shows very clearly that people relate to the advertising and find it very appealing.

"The advertising works because it tells them something interesting and believable about the Island and makes people more interested in visiting, which, of course is the bottom line."

Some of the respondents also said the ads portrayed Bermuda as being a relaxing place, friendly and inviting, romantic, classy and sophisticated, and also made them want to visit.

Twenty-six percent of the interviewees found Bermuda more appealing than Hawaii, 24 percent preferred it to the Bahamas, 23 percent favoured it to Aruba and 19 percent chose the Island over Jamaica.

Mr. Miller added that 48 percent of the respondents had read an article about the Island, 38 percent saw a story about it on the television, 31 percent read an article in a newspaper article and 19 percent heard about the holiday destination on the radio.

"This research has affirmed that our efforts are indeed hitting home with the affluent American consumer," said Acting Minister of Tourism, Telecommunications & e-Commerce Neletha Butterfield.

"We are communicating a richer more focused message about the Island, while more fully strengthening people's perceptions about Bermuda.

"Ultimately the results show that we are achieving our main goal, which is to generate more interest in visiting Bermuda.

"This information is invaluable in helping us map our strategy as we plan our next wave of integrated marketing efforts and continue to demonstrate that Bermuda should be the first choice among Americans when making their travel plans."