Shadow Tourism Minister David Dodwell has backed the Island's new advertising campaign launched this week.

But he has warned that the product must live up to the expectations created by the promotions -- or all the work and expense could be a loss.

Mr. Dodwell has viewed the mixed radio, television, magazine and newspaper advertisements created by New York firm J. Walter Thompson, and added that they are not a vast departure from the much criticised "Let Yourself Go'' theme of the former United Bermuda Party Government.

"It is all about delivering the product,'' he said. "You can produce fantastic marketing but if you do not deliver the expectations of the customer, you have wasted all the time and money.

"It is critical to deliver whatever you say in these ads.'' But he warned of concentrating too much on TV commercials, which may not hit the intended target audience as well as newspaper or magazine ads.

"But it has to be cost-effective,'' Mr. Dodwell stressed. "The problem with TV is that it is very, very expensive. The cost per thousand people reached by it is five times as much as newspaper or radio.'' In addition, he said it was doubtful whether the potential Bermuda customer would actually watch much TV, and could be reached better by print media such as travel magazines.

A review of the campaign should take place after six months, either via telephone or other means, to gauge its success, he added.

"Bermudians and residents are really not the judges of the quality of the advertising -- the potential customer is,'' he said.

"No marketing campaign produces results overnight. It needs time to be absorbed and accepted by the customer.

"The campaign is impressive but it should be, these companies are expensive, you expect the top firms to produce a good campaign.'' Mr. Dodwell, however, had reservations about the radio advertisements which compare Bermuda to Scotland and Venice, which he said could be perceived as being insensitive.

"I urge people to give this time,'' he said. "People have to put themselves in the mind of the customer in both the adverts and the product.'' But one hotelier urged caution with the two comparison advertisements.

Billy Griffiths, president of the Harmony Club, said the advertisements which lightheartedly compare Bermuda to Scotland and Venice -- may attract negative publicity.

He said they may be bordering on not being politically correct and could use some fine tuning before they are used.

"On a personal level I don't have a problem with the ads,'' Mr. Griffiths said. "I have a sense of humour and think they are funny.

"I have seen the ads and I have heard a lot of people had concerns. It is important for tourism to look at those concerns.'' The advertisements compare Bermuda to Scotland for golf and to Venice for romantics.

Jibes at Scotland for its "poor'' weather, views and accommodation feature in the humorous commercial. Venice is mocked for its "smelly'' canals, long flight from Bermuda and "unpredictable Lire''.

Mr. Griffiths said the objective was to drive business up but if a particular advertisement diverted attention from the objective, creating commentary which was negative, then it raised the question whether any changes were needed.

"I don't have a problem with the ads but if there is any danger of creating a problem, it is worthwhile looking at making some adjustments,'' he added.

If a small percentage of people did take offence, then the publicity caused by that could offset any potential gains made by the campaign, he said.

Michael Kaile, general manager of the Hamilton Princess, was in favour of the advertisements, which he said would give people something to remember.

"I think they are in good taste,'' he said. "The print ads are very straightforward and I think that is not all bad. But what you don't want is your programme to seem anaemic.

"I think they are cleverly done, but if you are not careful it can be a little bit lifeless.'' He warned of having too much debate on the issue which, he said, could preclude from the ultimate aim of increasing tourism.

See Editorial Page 4 Selling Bermuda Bermuda's new tourism ads were launched this week on TV, radio, and in magazines and newspapers in North America. Below is a preview of the radio spots which, it should be noted, are not fully completed.

Bermuda vs Scotland.

Voice over: "Presenting some very good reasons why four days of golf in Bermuda are better than a week of golf in Scotland.

"Bermuda is a couple of hours away, so you can get a round of 18 in before your plane even lands in Scotland in the background a child on a plane says "mom, are we in Scotland yet?'' "Bermuda averages 320 days of glorious sunshine each year. Scotland doesn't cue thunder, rain and a Scot who says "och, `tis a beautiful day for golf' .

"Bermuda has more golf courses per acre than anywhere else in the world, all with an ocean view. Most Scottish courses have a view of a bog.

"In Bermuda you don't have to sleep in a damp castle or mediaeval B&B a dog howls in the background .

"And finally, with a four day golf package, it's affordable too. Even the most frugal Scotsman can appreciate that.'' Bermuda vs Venice Voice over: "Presenting some very good reasons why four days in Bermuda are more romantic than Venice Cue Italian singing opera in background .

"Bermuda is a couple of hours away so you will be on a secluded beach before your plane has arrived in Venice in background, air stewardess announces it is another six hours to Italy, saying sit back and "enjoy your ravioli'' .

"You don't need to exchange money in Bermuda. In Italy you have to deal with the unpredictable lire Voice says "honey, I think even in lire this thing is expensive .

"Bermuda has pink sandy beaches and lily scented breezes. Venice has no beaches and we won't discuss the smell of the canals woman says "is it going to smell like this the whole time?'' .

"In Venice they have singing gondoliers. In Bermuda tree frogs gently sing you to sleep at night. And with four day breaks starting from $509, it is more affordable too.''