The Visitor Industry Partnership has enlisted the services of a local advertising agency to help restore community pride in the Island's tourism industry.

RB & K Advertising, was selected from five agencies which submitted proposals for the campaign which will cost at least $100,000 to implement properly.

VIP chairman E. Michael Jones made the announcement yesterday during a Press conference at the Bermuda College where the organisation now has an office.

He said: "Our goal was to find a group with strong creative thinking skills, sound structure, the resources and the ideas that could get everyone in the community working together to revitalise our tourism industry.

"RB & K offered a great mix of all the qualities we were looking for in a partner.'' RB & K president Kathryn Kelly said: "We did a lot of field work and research that proved to us that the only way any campaign will work is if everyone in this community supports the project.

"We'll need the support of everyone if we are to succeed but we'll put all our energies into making sure we create a programme everyone can believe in.'' Ms Kelly added that her firm hoped to implement a well rounded multi-media campaign, including promotional support and contests to check community involvement and interest, that focused on different groups in the community.

She said themes and ideas had already been developed but would not be announced until more research was done into which direction to take.

She continued: "I am excited that as a Bermudian I get the chance to offer something to the community that we can all participate in and be proud of.'' BERMUDA COLLEGE BDC