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Calls for clarity on Tourism ad strategy

Patrice Minors, Minister of Business Development and Tourism.Photo by Glenn Tucker

The Minister of Tourism should outline Bermuda's advertising strategy, and its cost, after members of Government made contradictory statements this week.Bermuda Democratic Alliance leader Craig Cannonier said it was important Minister Patrice Minors clarified the issue, as she is responsible for Bermuda's two main pillars of the economy.He spoke after a high ranking member of Government, who declined to be named, told The Royal Gazette the Ministry would be asking companies to bid for the contract in the future.This paper was seeking clarification on why Government was only saving $1.6 million if it no longer had an international advertising agency.During the discussion a spokeswoman for the Ministry of Tourism added that US public relations firm, Lou Hammond and Associates, are still working for Government.In May last year Government announced the company had been awarded an $850,000 contract for public relations services in North America. The company has had the contract since 1999.Last week, on Budget day, The Royal Gazette and other media reported the Ministry would be changing its approach and no longer have an advertising agency. We wrote the Ministry would be dealing with international media directly, however a spokeswoman asked us to clarify that the Ministry would be using media buyers to book advertising and this would save $1.6 million. The spokeswoman did not ask for a clarification regarding the Island no longer having an advertising agency.At a town hall meeting on Wednesday the Minister was asked by a member of the public if this meant the Ministry would be using Bermudians.She said: “That is my expectation. Every Bermudian will do his role in promoting Bermuda.“To the level of promoting it on an international frame we will not be engaging in an advertising agency.“We have brought about a saving where we go straight to the media buyer and this media buyer has the expertise to go out and enter into arrangements with the newspapers, television, web, to get our product out there“We can't just rely on Bermudians, we have to engage with an entity that has greater reach globally Canada, America, Europe and the like to represent us and represent us well.”Two weeks ago Ms Minors said US firm GlobalHue, who came under heavy criticism in an Auditor General's report, had not bid for the 201½012 advertising contract and their current contract runs out on April 1 this yearWhen asked to name the new agency she said: “No.”Over five years the Government paid GlobalHue $41 million to market Bermuda.Yesterday The Royal Gazette sought clarification on why Government was only saving $1.6 million if it no longer had an advertising agency based on GlobalHue's former fee.A member of Government said it was their understanding that a request for proposal would be sent out for an advertising agency in the future but that in the meantime Bermuda was forging ahead without one.Yesterday, the Minister did not respond to requests for comment on her colleague's statement.Last night Mr Cannonier said: “It is important that the Minister of Tourism clarifies the situation.“Tourism is the second pillar of our economy and it is important we know exactly what is going on and how it is being marketed.“I look forward to her discussing the advertising agency during the Budget debate in the coming weeks.”