Celebrities flocked to the party last night as Bermuda launched its British marketing blitz in glamorous style.

Diva Grace Jones put in a half hour performance, while television legend Sir David Frost and designers Sadie Frost and Jemima Frost were on hand to add some spice to the London promotion.

More than 100 British journalists, tour operators, travel agencies, airlines and hotels attended the party, and got a glimpse of a new show of Speedo swimsuits adorned with Swarovski crystals and precious stones.

And two television crews filmed the event at the Royal Horticultural Society's Lindley Hall for European, British, and Bermudian TV companies.

Tourism Minister Ren?e Webb said she was thrilled the "New Bermuda" campaign had got off with such a bang, showcasing the Island as an upscale, stylish destination.

"We are delighted that the event attracted such tremendous support for Bermuda from the travel trade, who work so hard to promote our wonderful destination, as well as our refined celebrity guests who lent an added sophisticated air to the occasion," she said yesterday.

"The intention of our New Bermuda campaign has always been to ensure that the British public receives the clear and undiluted message that Bermuda is a premium destination combining island charms with unsurpassed elegance.

"As such we have sought to maximise awareness of this through a carefully co-ordinated blend of our targeted advertising campaign, our joint marketing activity with top tour operators as well as branding initiatives with big name companies such as Speedo and Selfridges who offer additional marks of quality by association.

"Moreover, by establishing last night's party as a key event in the calendar of London's social elite we have further reinforced the message of Bermuda being the ultimate place to be."

The campaign will go around the country to include Manchester and Birmingham as Bermuda has linked up with leading department store Selfridges for the high-profile promotion, using the store windows to advertise the Island for one week from this Friday.