Bermuda Tourism's 1998 UK marketing campaign has been launched and aims to take advantage of British Airway's new plane on the London, Gatwick to Bermuda route next year.

The Find Yourself in Bermuda advertising campaign features an all new brochure plus a competition offering travel agents the chance to win a place on the Triple Seven's inaugural visit to the Island on February 3.

Seven thousand copies of the brochure have been mailed out across the UK and Europe.

Director of Bermuda Tourism for Europe, Pippa Grive said: "We are delighted that British Airways is introducing Boeing 777 aircraft on the Bermuda route as the direct seven-hour flight is a major selling advantage over our competitors and we have been severely restricted by the reduction to three flights this year.

"The 40 percent increase in capacity afforded by the change in aircraft means we can now compete more effectively in the conference and incentive market.

"It has also been well received by European tour operators.'' Despite BA's reduction in service this year when it cut back from four flights per week to three, visitor figures from Europe are up four percent on the previous year.

Ms Grive put this down to the Find Yourself in Bermuda campaign, the introduction of specialist agents' training scheme and the appointment of a sales executive who is on the road visiting agents.

The advertising campaign features photographs of Bermuda that are "designed to encapsulate the feeling of relaxation and enrichment'' found on the Island and was well received by UK consumers, she continued.

The specialist agents' scheme was introduced at the beginning of the year and was designed to reward key agents selling Bermuda.

The Island's target was to enrol 100 specialist agents but it has already exceeded the target and now has 112 agents enrolled in the UK for 1998 with a further 65 in Germany.

To become a specialist agent they must complete a comprehensive questionnaire designed to test their knowledge of the Island. Specialist agents also attend regular training sessions and take part in familiarisation trips to the Island.

Consumers requesting information on the Island are now directed to the specialist agents in their area.

The 1997 brochure highlighted the accessibility of the Island with the inclusion of short breaks and two centre holidays, but many agents did not realise that Bermuda was only a seven hour flight from London and was so close to the East Coast of the US.

Ms Grive said raising awareness of these two products paid off with an increase in bookings and resulted in six new UK tour operators featuring Bermuda for the first time in 1998.

The brochure also features Bermuda's other holiday products including information on golf holidays, scuba diving and family holidays.

Agents can win a place on the 777's inaugural flight by completing an entry form which has been sent along with the brochures.

The inaugural trip will comprise a party of 50 VIP guests from Europe's travel industry and will include tour operators travel agents, incentive travel organisers and media.

NEW PLANE -- The Boeing 777 features improved comfort and service in all its classes which passengers are raving about.