Bermuda has been challenged to bring peace to the advertising war currently being waged across the Atlantic.

And the Island should come to the negotiating table with its adversaries to form a new alliance with tourist destinations in the US East Coast, it has been claimed.

That is the opinion of a Massachusetts businessman, with strong links to Bermuda, who believes the controversial advertising campaign comparing the regions could hurt the Island.

Peter Cook, who runs a healthcare and reinsurance company close to Cape Cod, has pleaded with Tourism officials to ditch the comparison adverts and work with the area.

He was speaking after the latest in a series of newspaper articles and TV slots, voicing anger at the campaign, caused residents of Cape Cod to hit back.

Their criticisms of Bermuda, in the Cape Cod Times, followed similar stories from Long Island, New York state and Scotland, which displayed anger for the commercials.

The adverts have now finished their run.

Mr. Cook called on Tourism officials to apologise for the adverts claiming why four days in Bermuda are better than a week in Cape Cod.

And he implored Tourism Minister David Allen to forge an alliance with Cape Cod to enhance tourism prospects for both destinations.

"They need to stop using these adverts and they need to set up a meeting with the Cape Cod Chamber of Commerce,'' he said. "Negative advertising just doesn't work.

"If Bermuda continues, this will hurt. It will not help.'' Mr. Cook, who does business in Bermuda and has been coming here up to seven times a year for the last 25 years, said he believes there are opportunities for both places.

Already, Bermuda Tourism works with Boston tourism to market two-centre holidays from Europe. But Mr. Cook says there are many more openings for New England and Bermuda travellers.

"I know a tremendous amount of people in Bermuda,'' he said. "I care for Bermuda. I have introduced hundreds of people to the Island and I can assure you I am not trying to be a wise guy.'' The Marshfield, Massachusetts, businessman said he has spoken with Mr. Allen about the campaign and sent a letter to Bermuda North America sales director Toby Dillas, calling for a truce and a meeting with the Cape Cod Chamber of Commerce.

In the letter, he adds "...it is only my intent and my involvement here is only in the best interest of Bermuda and Massachusetts''.

The Cape Cod Times article, in which angry Cape Cod businessfolk slammed Bermuda for its commercials, quotes a tourism executive as saying the ads "are a desperate act of an island colony ...watching the sun set on its tourism business, its biggest employer''.

In addition, it says the state tourism department has sent a letter to Bermuda, expressing their distaste at the campaign.