advertising on US radio stations. Some 540 one minute long radio spots will be used on popular East Coast stations in five major cities.

This innovative campaign has some advantages. Radio is generally cheaper than either television or print advertising which will allow for greater saturation of the market for the same dollars. The spots will run in the heavy listening times which, like Bermuda, are generally when people are in their cars driving to or from work. During those times people are a captive audience and, hopefully, if the weather is bad or they are stuck in traffic they will find the idea of a Bermuda vacation very attractive.

Of course radio advertising will not be Bermuda's only exposure but close to half the Department of Tourism's advertising budget will go toward radio spots and connected print advertising spots. They will also tell people how to make reservations, perhaps then and there from car telephones. This approach is new and different and largely untried and results will depend on the quality and attractiveness of the spots used.

Monitor has been identifying niches of visitors which Bermuda can serve to its advantage and doubtless these radio spots will promote such things as diving and cultural tourism as part of the "total island resort''. It is not clear to us why the campaign is being held to Bermuda's traditional markets of New York, Boston, Philadelphia, Atlanta and Washington, but that may be because it has been identified that a very high percentage of visitors want to come back to Bermuda. This campaign may be designed to get those who have had a Bermuda experience to come back again. That's good but we have to wonder if it will build the new and younger business we need for the future.

We are naturally nervous about any new campaign in the wake of the "Let yourself go'' debacle. Seldom can any advertising agency or any client have made such a jarring mistake as "Let yourself go''. That campaign totally misjudged and misrepresented Bermuda itself, its image and its people, while at the same time confusing the clients who either knew Bermuda or knew of its high reputation.

Bermuda does have an advantage in being a "total island resort'' where people can find a variety of diversions. It is certainly worth promoting that concept because in some islands today crime has created a situation where your hotel is your destination and that confinement in both entertainment and cash flow is to be avoided in Bermuda. But if we are to remain a "total resort'' we will have to work to prevent crimes against visitors and to find ways for them to get about easily and economically to enjoy the total Bermuda.