Some may think of it as reinventing the wheel, but Amanda Hills-Balfour, UK/Europe director of Hills Balfour Ltd., the marketing agency handling the Department of Tourism account, is convinced that the initial thrust of Bermuda's winter advertising campaign in the UK and Europe is to establish the Island's whereabouts in the world.

"We have done extensive research on the market over the past six months and we have been absolutely amazed at the lack of awareness of Bermuda," she says.

"The British don't know where the product is. They think Bermuda is in the middle of Caribbean, and that is to our disadvantage because our seasons are exactly the opposite, so we look extremely expensive in summer because that is their low season."

Because the agency is going after the shoulder season traveller, the bulk of its marketing activity will occur in the first third of 2004 ? a time when people are most active in seeking relief from the worst of the British winter. Thus, the new Bermuda campaign will be launched on December 28.

"Our first function will be to put Bermuda on the map. In a very bizarre way, what Hurricane Fabian did for the European market was position Bermuda where it is in the gulf stream, and not sitting in the Caribbean," Mrs. Hills-Balfour says.

"The second function is to create a demand for the 'new' Bermuda ? to emphasise that it is only seven hours away, which is a huge advantage because normally to get to a long-haul, luxury destination takes a lot longer than seven hours."

Agency research also indicates that the British are unaware of the Island's history and culture, which will also be addressed in the upcoming campaign.

As to what segment of the British travelling public will be targeted, Mrs. Hills-Balfour says the focus will be on the wedding and honeymoon market, as well as "dinks" (double income, no kids couples), families, and the over 45s.

The fact that Bermuda is an expensive destination is regarded as a "plus" in the agency's view.

"We want to position Bermuda as a premium price destination," Mrs. Hills-Balfour says. "Bermuda needs to be very proud of the fact that it has a premium price product."

The agency is also positive that Bermuda's semi-tropical winter climate will not be a deterrent in the market it aims to attract.

"I think there is a market in the shoulder season, and golf is a huge business in places like Portugal, Madeira and the Canary Islands," Mrs. Hills-Balfour says. "The older market don't want intense heat."

In today's competitive travel market, with no shortage of luxury destinations, travel agencies have a key role to play in steering clients to Bermuda, and to that end Hills Balfour Ltd. aims to increase not only the number of tour operators generating business for the Island, but also getting them to dedicate specific brochures to it.

"We have increased the number of tour operators since June, when we were appointed by 23 percent, and our intention is to take that much further and encourage other operators to feature Bermuda," Mrs. Hills-Balfour says. "Prestige already produces a dedicated brochure, and Elite Vacations is in the process of doing so."

Getting Virgin Holidays to offer a combined US-Bermuda package is another positive step in Hills Balfour's plans to significantly increase Bermuda's UK visitor count.

"We are growing a demand for 'shop and flop' holidays ? three days in New York City shopping, followed by three days on the beach in Bermuda, and Virgin Holidays will be putting together a premium package from London to Newark to Bermuda and back," Mrs. Hills-Balfour says. "Hotels like the Fairmont group own the Plaza Hotel in New York, and the Mandarin Oriental is about to launch a huge complex in New York."