Bermuda’s new advertising campaign has captured the attention of the New York Times.The paper highlighted the recently-launched So Much More campaign in an article by Stuart Elliott.Dennis Franczak chief executive of advertising agency Fuseideas described the campaign as “classic with a modern twist”.He said it showed Bermuda as more than pink beaches and delivered the message that the Island has more than expected.“The idea is to experience Bermuda through the eyes of the people who live there, the people who are visiting,” he said.He said that profiling Bermuda’s visitors revealed an “urban hipster” segment already enjoying the Island as a destination.As a result, he said the campaign is intended to target younger travellers, to open up the Island for the next generation.Asked if there was any consideration about taking advantage of media coverage surrounding presidential candidate Mitt Romney’s business activities in Bermuda, Mr Franczak said: “We’re just staying away from that. This is about the people who live there and the people who go there.”Terence Gallagher, executive vice president of Bermuda’s New York public relations agency Lou Hammond & Associates, told the newspaper: “We want to go beyond wonderful beach and pink sand and tell a deeper story.”He said that efforts are being made to form promotional partnerships with groups like CBS and the National Aquarium in Baltimore.Tourism director William Griffith meanwhile differentiated the campaign from previous ones such as Feel the Love, saying that the idea came from Bermudians.“So much more evolves out of everything that is Bermuda and encompasses all that is unique to Bermuda,” he said.He also said the campaign is hoped to help establish the Island as a year-round travel destination while differentiating it from the Caribbean.Useful website: www.nytimes.com.