First it was the pink London cabs — now it’s the Bermuda-branded street cars in Canada.

Today, the Department of Tourism released pictures of two street cars wrapped in bright pink Bermuda signage that will be used in different locations around Canada to promote the Island.

Tourism Director William Griffith said today: “This is all part of our strategy to ramp up awareness about Bermuda in Canada. We are looking to grow this market and in order to do that we need to ensure that we’re engaging in some innovative methods which will set us apart from other vacation destinations.

“From September to November these bright pink double-decker street cars will be positioned daily in high-traffic locations. When Canadians see these trolleys, we want them to not only think Bermuda, but we want to compel them to book a vacation to the Island. So we are thrilled about this promotional initiative.”

The street car display is being launched in advance of an upcoming Canadian Road Show slated for September 13 to 16. The road show will see local hoteliers and partners descend on the Toronto, Ottawa and Montreal markets, and target travel agents and tour operators.

This latest marketing event follows the launch of Bermuda-branded pink taxis in London earlier this year and the Love Truck display in New York this past summer.

* Full story in tomorrow’s Royal Gazette.