The Tourism department is supplementing efforts of local hoteliers with a "low key, low cost" promotional campaign to encourage locals to take holidays on the Island.

Radio and print ads, paid for by the Ministry of Tourism, began appearing this week. They tout the benefits of buying a Bermuda vacation - no need to find a pet- or house-sitter or other hassles associated with going away.

"It's something that we discussed" with local hoteliers after last year's National Tourism Conference, said Minister David Allen.

"It's a low key, low cost campaign to put some heads in beds. And of course very cost effective."

The minister is "quite pleased with the way it turned out." He added that all of the creative work was done in-house, and the campaign will run until at least February.

He noted that a number of hotels were promoting Bermuda vacations for locals - with special residential rates. "We thought we would support them with it," he said.

The campaign works on many levels, Mr. Allen said.

"It's very important because every Bermudian is a potential ambassador for tourism. And the more they know the more authoritatively they can speak about it... and I think they get a better empathy for the tourism industry."