The Bermuda Stock Exchange is enjoying a higher profile, with a recent advertising campaign by the Bermuda International Business Association (BIBA) published in the Financial Times.

The FT Managed Funds Service pages, which lists Bermuda funds, among others onshore and offshore, has a centre page Bermuda ad this month, listing a London address and telephone number for enquiries.

BIBA chairman, Glenn Titterton, said it is just part of an overall campaign to generate more interest in Bermuda.

Mr. Titterton said, "This is the first time we have included an advertising element in our overseas promotion efforts. It started when we ran three ads in June. We've now had five in July and one so far in August.

"The response has been very good. So far we have had more than 100 responses to an office in London that we use through our advertising and promotion firm, Edelman.

"The ads appear only on the funds page of the global edition of the Financial Times, travelling around the world. We have three ads running, one on the BSX, a second on the insurance market, and a third about Bermuda as an international business centre.

"We're going to be testing this programme's effectiveness in January. We will actually have a research study to test its effectiveness among January readers, to see if it is a worthwhile component. So far it seems to be.

"Until now, most of our efforts through Edelman have been public relations, as opposed to advertising. This is the first time we have done any advertising like this.'' The August advertisement is headlined "The Bermuda Stock Exchange is the world's first electronic offshore capital market.'' It details how: "Launched in 1972, the Bermuda Stock Exchange has a current market capitalisation of over $25 billion and is the first offshore stock exchange to receive Designated Offshore Securities Market status from the US Securities and Exchange Commission (SEC).

"But are we resting on our laurels? Certainly not. During 1997, the BSX will continue its tradition of being first, with the establishment of a catastrophic risk exchange to securitise insurance risk.

"The BSX and Bermuda -- if you'd like to know more, call or write to us for an information pack. Or visit bermuda-inc.com, the official website for information about Bermuda's international business industry.'' Chief operating officer of the BSX, Greg Wojciechowski, said that there was a move to raise Bermuda's profile as a financial services jurisdiction, making more people aware of what was being offered in Bermuda.

"We're hoping to be able to work out something that we can have the BSX listed funds listed in the Financial Times,'' he said.

"That's just part of what we are trying to do. One of the types of benefits we offer, outside of just regulatory oversight of our listed securities, is exposure, which goes a long way.''