The Department of Tourism hopes to overcome its technical problems with a revamped website and new digital marketing company.

For several months the Department's website has been out of date, promoting events long over, and failing to promote others such as the International Love Festival in 2009.

Former visitor Eve Merman of Toronto, Ontario has written two letters to the editor complaining of the poor service on Bermuda's tourism website.

Director of Tourism William Griffith responded to Ms Merman in today's Royal Gazette, in a letter to the editor (see Page 4) Mr. Griffith acknowledged the website has had several "functionality issues".He added that a new company, iCrossing, had been hired to revamp the website and ensure it runs smoothly. They will focus on creating an interactive website.

He added: "We have implemented a plan to ensure that all of the information on the site is up-to-date and accurate. Since the beginning of the year we have made over 70 updates and additions."

A Department spokeswoman added $2.5 million has been earmarked to increasing activities in interactive and digital marketing.

She said: "This is a result of in-depth research that shows Bermuda's target market is spending more time online. The online mediums that have increased are the social networking sites; more people are watching TV shows and even movies online."

The interactive marketing will focus on shifting perception of the Island, increasing bookings and creating brand advocates.

An iCrossing press release stated: "Because of the significant impact that search and social media have had in the travel sector, visibility and engagement are key goals of the integrated digital marketing campaign.

"In the initial phase of the project, iCrossing will use proprietary measurement tools — including linguistic profiles, social media mapping and social media monitoring — to better understand consumer behaviour and language used when researching vacation destinations online.

"These search and social media insights will inform the overall digital marketing services strategy designed to drive visibility of, and engagement with, the Island of Bermuda."

The company will also build a new website that reflects the "Bermudaexperience" online, through user-generated content. Visitors will be able to share their experiences on the Island online, and it is hoped that will motivate others to visit the Island.

iCrossing's client base includes such recognised brands as Epson America, Toyota, Travelocity and 40 Fortune 500 companies, including The Coca-Cola Company and Office Depot. Headquartered in Scottsdale, Arizona, the company has 580 employees in 12 offices in the US and Europe.