HAMILTON, Bermuda -- The Department of Tourism here launched a radio campaign with 60-second spots aired during the rush hours in New York, Boston, Philadelphia, Washington and Atlanta. The push will include new commissionable packages.

According to David Dodwell, Bermuda's minister of tourism, the campaign was drafted in partnership with the hotel industry and other suppliers. The radio spots are designed to conjure up different images, such as Gibbs Lighthouse, Horseshoe Bay or Hamilton.

Vacation packages will be created to complement the spots, Dodwell said, and ads for those products will sometimes run in tandem with the Bermuda promotions. "You might hear the Bermuda ad followed by an ad for a specific hotel or resort package," Dodwell said.

The lower cost of radio ads, compared with television, is expected to entice more Bermuda hotels and other suppliers to join the campaign, he said. "You can't get hotels to buy into TV ads because they are too expensive, but tagging on to radio ads is much more reasonable."

Disc jockeys will run contests for Bermuda vacation packages, Dodwell said, and are expected to identify area agencies in order to drive listeners to retailers, he said. Although the details of how that would work have not been finalized, Dodwell suggested that agencies interested in participating should call their regional Bermuda sales offices.

The radio spots also highlight the "total island resort concept," which means that the entire island, rather than any one hotel, is the resort. The concept figures prominently in a five-year strategic plan released by the tourism office.

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