CHARLOTTE AMALIE, U.S. Virgin Islands -- The U.S. Virgin Islands' new marketing thrust, unveiled at its 11th annual Destination Symposium for more than 100 industry partners last weekend in St. Thomas, positions the three islands as culturally diverse but comfortably familiar.

The new strategy incorporates an ad campaign using the well-known "This Land is Your Land" tune with destination-appropriate lyrics, and includes travel agent promotions, a new cooperative marketing program for small and large hoteliers in the U.S.V.I., and the rollout of a hotel Web site this spring for consumers.

The U.S. Virgin Islands Hotel and Tourism Association, made up of the recently combined St. Thomas-St. John Hotel and Tourism Association and St. Croix Hotel and Tourism Association, "will enable us to more efficiently market and promote the territory as a whole," according to association president Beverly Nicholsen.

To contact reporter Gay Nagle Myers, send e-mail to [email protected].

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