THE Department of Tourism has appointed a UK-based public relations firm to lure visitors from Britain to the island.

The revelation came by way of a trade magazine, The industry staple said the firm, Rooster, had been hired to reinvent the island as a "glamour destination". The company will reportedly receive a "six-figure" fee for its efforts.

The appointment drew the ire of at least one local PR firm. Troncossi Public Relations said the contract should have been offered in partnership with a local company, if only to ensure the island is represented accurately.

"I would like to have seen the contract with the UK PR agency include a partnership with a Bermuda-based PR firm," Elizabeth Tee, the company's managing director, said.

"I have met and spoken with several PRs who the Ministry of Tourism has hired in the past and, in my experience, I find they don't know much about Bermuda."

Ms Tee cited a UK press junket, held in October of 2004, which she said best exemplified her opinion. On that incident, she was disturbed to hear the public relations representative leading the tour admit they knew very little about the island.

"One of the UK PR team members who led (the) press trip that month happened to mention that she 'doesn't know much about Bermuda although the trip will be a good opportunity to learn about it'," she said.

"A team member from the US PR company who led a press trip here in November 2004, was 'selling in' the Gombey story to journalists and thought that they were part of the Bermuda Festival which takes place in January and February. She did not seem to understand their cultural significance. She also mentioned that she had only been to Bermuda once before.

"It is important to bring journalists to Bermuda ? however, we need someone who is knowledgeable about the island to brief them and I think a partnership with a Bermuda PR firm could assist greatly in this situation. We don't want to miss the opportunity for Bermuda.

"Bermudians can 'sell' the island better, because we know it and it would be more cost effective than flying out someone from the UK who may know very little about the island."

She concluded: "I hope there will soon be a forum that the public can attend to hear what Rooster is going to do for Bermuda."

Contacted yesterday, the Department of Tourism said the company had been hired for an interim period.

"The Department is currently in transition as it relates to its UK advertising and Roosters is doing some public relations related project. The Department is currently reviewing its communications needs in the UK and will make a decision with regard to agency representation in due course."

According to its web site, Rooster prides itself on being one of the leading PR and marketing companies in the travel industry, aimed at creating "travel industry success stories (and) delivering exceptional return on investment for our clients".

Rooster's account director Ryan Levitt told he had definite plans for Bermuda, that he intended to reintroduce the "starry" image the island enjoyed a quarter of a century ago and enlighten people to the fact that it was not part of the Caribbean.

"We want to position it as a traditional British colony with US levels of service," he said.