correspond with key findings of a Bermuda International Business Association, the organisation said on Friday.

Ms Kathryn McIntyre, publisher and editorial director of Business Insurance said on Thursday that awareness of Bermuda's insurance business was not as high as the industry might think.

"Ms McIntyre's comments reinforce our firm belief that the (BIBA marketing) programme is a critical one in the face of an increasingly competitive marketplace,'' said Mr. Glenn Titterton, deputy chairman of BIBA.

Ms McIntyre's comments continue to underscore the need for overseas BIBA marketing programmes, according to Mr. Titterton.

A member of the Bermuda Insurance Symposium committee, Ms McIntyre added on Thursday that Bermuda had to fight the stereotypes associated with an offshore jurisdiction.

While not referring specifically to the insurance industry, Mr. Titterton supported Ms McIntyre's comments, noting that BIBA's membership was startled to discover that awareness levels of Bermuda's status as an international business centre were low in key overseas markets, according to the study conducted last year on world business's awareness of Bermuda.

"It was disturbing to review the results of our study, conducted last summer, and realise that target audiences do not perceive Bermuda as having a premier position in niche areas of the business industry,'' noted Mr. Titterton.

"As far as Bermuda's image is concerned, the research indicated that there is a need to improve how our telecommunications, business infrastructure and product lines are perceived.''