Tourism's new rebranding and advertising campaign, which will be launched in the United States next month, has been generally well-received on the Island.

The high-profile campaign will feature the first major television adverts for five years, as well as full page adverts in newspapers and magazines.

The rebranding campaign was unveiled last Thursday by Tourism Minister Renee Webb and it will be on display at Number Six Shed in Hamilton for the public to view until Thursday.

The adverts, targeting wealthy Americans aged 35-55, portray the Island as sophisticated, close to America, and with a British colonial charm.

Industry figures who spoke to The Royal Gazette concurred that advertising agency Arnold McGrath Worldwide had got it right, although Chamber of Commerce executive vice-president Diane Gordon questioned whether the print adverts really spoke to the target audience.

Bermuda Hotel Association (BHA) President Norman Mastalir said: "Overall, we're very pleased with it. It portrays Bermuda in an interesting and appropriate way that will talk to the market demographics we are looking for.

"It is eye-catching and different enough that we think it will stand apart from the clutter in these publications, and overall, we are happy with it.

"We were pleased to have been given the privilege of participating in the selection of the new advertising agency and the Department of Tourism has been good about keeping us involved."

Pink Beach Club President Michael Williams said: "I think its a step in the right direction. It's new, innovative and unusual, and I think it will be eye-catching."

Former BHA president Billy Griffith, who is president of Bermuda Resort Hotels, said: "I've seen the TV ads and like most people who have seen them I am quite pleased. They are very consistent with our objective of going after our target audience.

"What is even more pleasing is that we will have significant advertising in the marketplace because that has been more of an issue in the past 24 months when we've not had enough advertising in the marketplace to make an impact.

"The campaign in Januar will have quite a serious impact on the business with full page adverts and television and the mere increase in exposure is going to have an effect on business next year."

And Cambridge Beaches President Michael Winfield said: "It is very innovative, it is the necessary change in look. It is right for Bermuda and I am pleased with it.

"It is the image we have to project now. The huge amount of investment that has been made in hotels in Bermuda over the last few years enables us to successfully project that image we are now advertising.

"Having said that, there is a long way for us to go to ensure we meet and exceed the expectations in the advertising.

"We have to ensure the funds are available because this is a rebranding exercise, not just an advertising campaign. Bermuda has become largely lost in the marketplace and to gain that marketplace back we are going to have to work very hard."

Mrs Gordon said: "I thought the print adverts were well presented, but I am still not convinced of the market they are trying to target because it was supposed to be the top ten percent, and to me that is the baby boomers, people 40 and upwards, and that is not necessarily seen in the adverts.

"My first question is 'who are they trying to capture' because I am not sure that group is represented in the ads.

"The campaign is well presented and put together and I am delighted with the TV ads that put Bermuda on the air again.

"For all its natural beauty and charm, the Island has lacked excitement and imagination and other islands to the south have managed to capture this extremely well through TV ads."

Shadow Tourism Minister David Dodwell did not return calls yesterday for comment.