African-Americans to Bermuda.

The latest Government drive in North America features seven new ads -- three for television, and four for newspapers and magazines.

During yesterday's launch, Tourism Minister the Hon. C.V. (Jim) Woolridge said Bermuda's traditional virtues would be highlighted.

These included the Island's beauty, its beaches, cultural and architectural distinctiveness, and the friendliness of Bermudians.

But he pointed out Bermuda's historic image as a safe destination was being "soft-pedalled''.

He added studies also showed African-Americans wanted advertising which encouraged them to feel a greater sense of identity with Bermuda.

"They wanted nothing which was specifically geared towards them,'' Mr.

Woolridge said at the Press conference.

"But they felt it would be nice to see themselves included.'' Tourism director Mr. Gary Phillips later told The Royal Gazette the print and TV advertisements carried more pictures of black people in a bid to enhance the Island's appeal to African-Americans.

New tourism campaign Other marketing changes revealed at yesterday's conference included: Targeting Chicago to capitalise on airline changes; Print ads with more images and described as "more breezy and just plain more fun''. They were altered partly because of copycat ads by rival destinations; and A black American voice-over for the TV ads; before a British voice was used.

Mr. Woolridge quipped that the latest campaign was being launched on Valentine's Day.

Mr. Woolridge added the advertising campaign in Canada had already got under way.

While Bermuda could boast many great qualities through the ads, there was one area of concern, Mr. Woolridge continued.

He said Bermudians and visitors wanted greater entertainment.

Mr. Woolridge said visitors were not looking to find Broadway or Las Vegas in Bermuda.

But there was a need for more entertainment -- although Mr. Woolridge declined to be drawn on whether the performers should be Bermudians or foreigners.

On the question of crime, Mr. Woolridge said ads were toning down the boast about Bermuda being a safe destination.

Assistant marketing director Mr. Peter Smith explained there had been some changes in public relations brochures.

These reflected a "modest trend'' away from the image of being safe.

But other advertisements had not changed a lot in this regard, Mr. Smith added.

Mr. Smith said generally the ads -- which still carry the catch-phrase "A Short Trip To The Perfect Holiday'' -- were not radically different from those of previous years.

They represented an evolution on what had appeared before.

The three 30-second TV ads were broadcast during the conference, and carried shots of beaches, fauna and flowers, the Gombeys, as well as close footage of Bermuda shorts.

There was also a picture of "roundabout man'' Johnny Barnes as an example of a friendly Bermudian.

PRETTY AS A PICTURE -- Tourism Minister the Hon. C.V. (Jim) Woolridge shows off the Department of Tourism's 1995 North American advertising campaign. The ads will run in such publications as Gourmet, Essence and Smithsonian.