Bermuda's biggest publicity push in years kicks into overdrive this week with a massive US promotion.

Glossy magazines are hitting the newsstands across the country as the main thrust of the "Bermuda, Out of the Blue'' campaign begins -- with the hopes of Island's hospitality industry on its shoulder.

Publications such as Conde Nast Traveller and Travel and Leisure will feature colour ads with a Bermudian flavour. From diving to heritage and singing tree frogs, the ads include a large photograph with a smaller inset of a Bermudian talking about Island life.

They are aimed at putting a Bermudian identity back in the campaign with specialised promotions aimed at encouraging late summer business and customers to the October jazz festival.

The campaign, which it is hoped will drive business later this season and prepare for next year, runs to next March.

In addition, newspaper ads will run alongside until November, radio commercials will continue until late August and Internet banners will end by September.

Tourism Minister David Allen said he believes the programme has already heightened awareness of the Island -- a criticism of previous ad campaigns -- and will lead to more bookings.

"The bottom line is a renewed excitement about Bermuda in the North American market as a result of a very targetted campaign,'' said the Minister.

"We are working to ensure that we are top of mind with our key audiences and we believe our efforts will lead to success.'' The latest addition follows the controversial "short-term, high-impact'' radio and newspaper adverts, which poked fun at other destinations by comparing them with Bermuda.

The Scotland, Venice, Hamptons and Cape Cod adverts brought angry responses from residents and also from some travel agents. But Mr. Allen said the increased number of customer inquiries was proof of success.

But although the ads are aimed at the whole US market, travel agent calls for local midwest advertising will not be answered.

Acting Tourism director Cherie Whitter said the primary focus was the core East Coast market.

She said the tight media budget was not spent on programmes where there was no direct air service with Bermuda.

But she said travel agents were helped with partnership advertising from time to time, coordinated by the Department of Tourism's Chicago office.

She was responding to calls from Kansas city travel agent Michael Newburger, who said he believes there is a huge untapped market of wealthy farmers waiting for Bermuda.

But he said local newspaper or radio advertising was essential to raise the Island's profile, where it faced tough competition from the Caribbean and Mexico.

"We have no advertising,'' he said. "I see Jamaica and the Cayman Islands, but there is nothing from Bermuda.

"I understand the whole emphasis is on the East Coast, but we would like a little part of it. We need some help out here.

"People in the midwest are a little more conservative and demand value for their dollar. They are people who will spend more if they get value for money.

"But they would go to Bermuda, I have no doubt, if they were told about it.'' There are tourism hopes of a weekly flight from Chicago and next year a charter service will originate from the city, connecting to Philadelphia, before coming to Bermuda.

It will be part of the cruise and stay programme, in conjunction with the Crown Dynasty , which will stay at Dockyard over the weekend.