A new logo and advertising campaign to relaunch the Bermuda “brand” will be unveiled at the National Tourism Conference next month and go live in January.

Building on research from the Island's newest advertising company Arnold McGrath, Bermuda will be pushed as a sophisticated location with a British twist.

The new brand is designed to target wealthy travellers, particularly from North America, who have been identified as the tourists most likely to visit Bermuda.

Details of the new logo and brand are being kept under wraps for now, but acting assistant director of Tourism (marketing) Michael DeCouto told The Royal Gazette it will be the result of focus groups studies conducted by Arnold McGrath.

The campaign will include adverts on television and in magazines such as Conde Naste Traveler and Travel and Leisure in January.

“There will be a new logo and a new image, which is basically going to be sophisticated and contemporary, appealing to discerning travellers who are sophisticated,” said Mr. DeCouto.

“The notion of Bermuda being an island, but with a British twist, will be coming through in the campaign.

“Through the new advertising agency the Department of Tourism has basically taken a step back to look at the Bermuda brand and what it means to affluent consumers in North American to understand what Bermuda represents to them.”

Tourism Minister Renee Webb said in the October that the Island would be targeting Americans aged 35-55 with an income of at least $125,000.

Mr. DeCouto said Bermudians will have a chance to look at the new logo and campaign when it is revealed in December to allow their input.