The advertising agency helping to boost Bermuda tourism numbers is "scrambling'' around with the Island's multi-million dollar budget, it has been claimed.

Shadow Tourism Minister David Dodwell believes New York based J. Walter Thompson may not be ideally suited to an unique Island account such as Bermuda.

He said: "I don't believe J. Walter Thompson has a real handle on Bermuda and how we should be marketing.

"I think they are scrambling.

"They are too big. Because of the size of the account, they may not be able to assign specialists to it because we are not a big factor to them.'' Mr. Dodwell hit out at the company after criticising the lateness of the new multi-agency tourism marketing plan for North America.

But industry sources refuted the claims and said the agency had people working on the account who had "substantial tourism experience''.

They pointed to "spectacular'' increases in consumer awareness of Bermuda and "rave'' reviews from audiences on the campaign produced so far.

A source also slammed the claim that the advertising agency was "scrambling'' around, highlighting an extensive newspaper and television campaign that had raised Bermuda's profile in the last year.

"Bermuda -- people don't know a whole lot about the Island, which could be blamed on the lack of marketing done in the past.

"Bermuda was off the radar, making it worse.'' And it was also pointed out that the budget was being stretched to cover new mid-west and west coast markets, as well as traditional east coast areas.

The Shadow Minister said the date of delivery of the Bermuda Department of Tourism's North American Integrated Marketing Plan, which was dated March 30, 2000, was "unbelievable''.

He said it should have been finished by January or February, allowing hotels to alter their own plans in time for the new tourism season.

And he laid some of the blame at delays in getting the various approvals for the document -- a sentiment expressed in the plan itself.

His claims were echoed by a Tourism Board member who said the presentation made to them in early April did not allow for any alterations or input.

The member, who wished to remain anonymous, said: "It was shockingly late.

"It should have been done in the fall in order to get feedback and then announced in January.'' And the representative added there was good reason for the first PLP plan being late, so soon after the November 1998, election, but not for this year.

Tourism Minister David Allen was on board the Crown Dynasty cruise ship, due in Bermuda yesterday evening.

J. Walter Thompson were not able to comment on the claims.

Tourism director Richard Calderon said he was not aware of any concerns over the advertising agency.

"My assistant director, marketing, feels very comfortable with our agency's partners' ability to get the job done,'' he said.

"I get the impression they are on top of this, that has always been the impression.

"Our agency partners are clearly on board with the plan and are moving forward to execute it.''