A British-based public relations firm has been handed a sales and marketing brief as part of Bermuda's efforts to attract tourists from the UK and Ireland.

A Department of Tourism spokeswoman announced the news yesterday, saying Rooster was awarded the role "following a competitive pitch".

The company already handles the public relations for the Bermuda Department of Tourism.

Director of Tourism William Griffith commented: "As the UK is our most important international market, we are aggressively expanding our presence by appointing Rooster to work on our behalf. They have been briefed to increase visitor arrivals through a targeted mixture of trade and consumer initiatives."

According to the Tourism spokesman, Rooster played in integral role in the launch of Bermuda-pink taxis on the streets of London recently, and is in the process of finalising a comprehensive media plan comprising of billboard, underground print and radio campaigns for the UK market.

James Brooke, Rooster's Managing Director said: "Our relationship with the Bermuda Department of Tourism began in March 2006 and we are thrilled to have been appointed as the UK sales and marketing representatives for the Island. The team at Rooster stands ready to continue delivering results that are outstanding, creative and draw more visitors from the UK to the stunning destination of Bermuda."