The Department of Tourism will partner with a radio station targeted at UK listeners aged over 50, Minister Walter Roban said today.

Mr Roban told the House of Assembly that the Department had partnered with Smooth Radio for a campaign to promote the Island.

The radio station will play 336 separate promotional ads designed to encourage UK holidaymakers to discover the UK's closest paradise island.

The company's website says Smooth radio is: “An easy listening station featuring easy listening music and lifestyle oriented speech, targeting an audience aged 50-plus and broadcasting some specialist music programmes.”

Mr Roban said: “The campaign also includes a prize giveaway to Bermuda and this past week I have received reports from the station that there were a record 700 entries in one day. Summer holidays to Bermuda will also be published through the early booking offer which gives $500 off for every five nights booked at over ten participating Bermuda hotel properties.”

The radio station will also broadcast live, along with six other UK radio stations, from the Heritage Day Parade in Bermuda on May 24 this year. Meanwhile, in London the Island's natural beauty will be showcased at the Royal Horticultural Society's Annual Chelsea Flower Show from Mary 24 to May 28. Government will also host an event for their trade partners, UK media and VIP guests.

Mr Roban said the Department was going to decorate several London taxis pink again this year to promote the Island involving the same drivers as last year.

The Compliments of Bermuda promotion, which offers every third night free at participating hotels, has been extended until the end of April. In addition, travelers to the Island who book a four-night stay in June will receive the fifth free.