Hundreds of millions of people in North America are glued to NBC watching the Olympics ? and the Bermuda Tourism Department is taking full advantage with 30-second commercials proclaiming the friendliness, uniqueness and security of the Island.

One ad, entitled ?Casting Call?, aired on Monday night, when NBC showed the much-publicised Men?s 200 metre freestyle showdown between top swimmers Ian Thorpe, Michael Phelps and Pieter van den Hoogenband, along with men?s gymnastics and synchronised diving.

Tourism assistant director Michael DeCouto explained ?Casting Call? ? showcasing the different types of people found here ? gives people a sense of the experience they can have in Bermuda, showing the Island is ?open to explore?, as well as setting it apart from competitors in the Caribbean. ?It?s creating a unique position for Bermuda.?

A second ad, ?Moped?, also establishes a unique position for the Island, he said. ?It gives a sense of safety and sophistication, showing that Bermuda is fashionable, elegant, fun.?

The two-week Olympics, Mr. DeCouto added, were ?a perfect environment? for Bermuda to advertise. ?Hundreds of millions of people are watching ... We are fortunate to be receiving wide coverage, and especially during the Olympics.?

The ads were created by Arnold Worldwide, Bermuda?s agency for the general North American market. The company is based out of New York City, and also has spots lined up for the ads to air during NBC?s morning show, The Today Show.

Mr. DeCouto said the ads were airing during The Today Show in May and June, and began again for August and September. They will not air during the US election period, though they will begin again after the election in November.

Though the price tag varies for each spot on the air, Mr. DeCouto said Tourism had a ?very efficient buyer with NBC ... We have a very close relationship?.

The air time is bought regionally, not nationally, he added, allowing Bermuda to target cities like New York and Boston, where there are several direct flights to the Island, as opposed to the entire North American region. Regional purchasing also keeps the price tag much lower than purchasing national airtime, he said.

Bermuda also negotiated commercial spots during the US Open golf tournament. ?The US Open and the Olympics are the kinds of events that match the profile of the visitors we are trying to attract,? Mr. DeCouto said.

?Large audiences ... they provide the ideal environment.?