A new advertisement enticing UK holiday planners to book trips to the Island early in exchange for discounts launched today.

The first ad will appear in the Metro, a free newspaper distributed in 14 cities across the UK.

The '6,5,4' campaign, will offer up to $600 off a hotel bill for this coming summer.

Any holiday booked between March 16 and April 15 will receive a $600 credit; $500 if booked between April 16 and May 15 and $400 if booked between May 16 and June 15.

The three-month sale is valid for travel between April 1 and October 31 this year.

Five hotels are participating and each has agreed to pay $125,000 towards the cost of the advertising. The campaign will last for six weeks and see ads in other UK publications.

Bermuda Alliance for Tourism (BAT) chairman Mike Winfield said: "The Bermuda Department of Tourism has hugely assisted with supplying and paying for the creative work which has been developed in the UK. In addition BDOT has given its support with all the public relations, paid search and display advertising that will be deployed to drive increased awareness and visitors."

He added that Cambridge Beaches Resort and Spa, Grotto Bay Beach Resort, Fairmont Hamilton Princess, Fairmont Southampton and Tuckers Point Hotel & Spa are working with five tour operators on the initiative: British Airways Holidays, Classic Collection, Couture Travel, Prestige Holidays and Purely Bermuda.

Tourism director William Griffith said: "This initiative shows the partnership between the Department of Tourism and Bermuda Alliance for Tourism at its best. We have worked very hard to coordinate this campaign with our other activities to ensure we have a smooth, positive message in a sustained and coordinated campaign.