Tourism have announced a new TV advert campaign targeting wealthy American audiences with messages emphasising Bermuda's British connections.

New Tourism Minister Renee Webb yesterday unveiled plans for the production of the first new brand campaign in five years.

Crews will begin work today and shoot images throughout the Island until next Wednesday.

Local TV company Hyper Productions will work with an outside production company but Ms Webb refused to say how much the new campaign will cost.

The campaign includes 14 print advertisements and two TV commercials - the first time in more than two years that Bermuda will have a consistent television presence.

Ms Webb said: "We know that television is more expensive and we are including television so it will be more costly than some of the past campaigns."

She said TV had been brought back as a marketing tool because it is beamed into everyone's home and surveys showed it was necessary to get back into the television market.

Channels appealing to the middle aged, middle classes such as the Food network, Travel network and the History Channel are likely to take Bermuda adverts, said Acting Assistant Director of Tourism (Marketing) Michael DeCouto.

They will be aimed at consumers aged 35-55 with an income of $125,000 plus.

"There are 30 million Americans in this income bracket," said Michael Zuna, the vice president and senior account executive, for Arnold McGrath Worldwide who have developed the new campaign.

Mr. Zuna said:"The potential is huge."

Mr. DeCouto said the launch will start in January and run for three months.

He added: "But the campaign itself will run for a year so we will constantly have a message in the marketplace."

He said the Compliments of Bermuda campaign would run this winter which offered incentives such as a $100 credit and reduced hotel rates to visitors.

Mr. Zuna said the primary market for the new campaign was in the United States but there would be some European exposure.

Bermudians and visitors had been polled to find out what made the Island unique, said Mr. DeCouto.

"We have fine tuned that message to capture the true identity of what Bermuda really is.

"The images you will see will be a twist of a British, classy, fun kind of witty portrayal of what Bermuda is about.

"It will show Bermuda is sophisticated, glamorous and close. So many of our competitors are saying they are close too so we need to be careful the way we say it.

"What's more important in this campaign is emphasising we are different such as the British island charm.

"We are different because we are an hour and a half away, and safe and beautifully manicured and have friendly people."

He said surveys showed Americans were attracted by the British branding because they were looking for a cultural difference.

"To them Bermuda is different, British is attractive to them."

Selling points such as the Island's safety, cleanliness and proximity to America will be raised in a subtle, humorous way said Mr. DeCouto.

Mr. Zuna added: "We are talking about a British dash, of style and charm but done in a Bermudian way. Clearly this is not the UK."

He said Bermuda's high prices would be dealt with by convincing tourists they were paying for something valuable.

Ms Webb said: "We're thrilled to begin production on what is more than just a new ad campaign.

"This is a new brand identity for Tourism featuring images that are unmistakably identifiable with the Island.

The Department of Tourism said the new campaign had the overwhelming support of the Bermuda Alliance for Tourism and the Bermuda Hotel Association.

The campaign also received astoundingly positive feedback when tested against consumers fitting Bermuda's visitor profile in key markets, said Ms Webb.

"We have sought the very best in the business to turn Tourism's vision into a reality, and will be working with both local and international crews to make this possible," said Minister Webb. Local photographers will join international photographer Anne Menke to capture the images for the new print and outdoor ads.

Ms Menke has worked for Armani, Nike, Aveda, Nine West, Tommy Hilfiger and many more. Her work has appeared in Conde Nast Traveler, Vogue Japan, Vogue Espa?a, W magazine, GQ Germany and Esquire.

Award-winning filmmaker Tony Kaye has been selected to create the two television commercials.

Mr. Kaye has been honoured for direction, cinematography and editing at the British Television Awards, Cannes Film Festival Awards and the USA and Chicago International Film Festivals.

Mr. Kaye was as the first winner of the Lifetime Achievement Award at the prestigious Clio Awards, and was also awarded a Billboard Music Video Maximum Impact Award. He has developed commercials for Volkswagen, Volvo, Nike and Cherry Coke.

"To create a new identity for Bermuda, we need the best in the industry," said Ms Webb.

The new campaign will be launched in North America in January preceded by a special local preview in December at the National Tourism Conference.