Mystery surrounds how and why an internationally renowned advertising executive last week claimed Premier Jennifer Smith became one of the stars of the British Labour Party Conference -- when she did not even attend the event.

Kevin Roberts, chief executive officer of Saatchi and Saatchi Worldwide, was in Bermuda promoting his company's new marketing concept `Lovemarks'.

In separate interviews with both The Royal Gazette and the Bermuda Sun, he told how Ms Smith had made the Labour Party fall in love with her because of her charm at the annual conference in Brighton this year.

But in fact Ms Smith did not attend the conference and it was Education Minister Milton Scott and Health Minister Nelson Bascome who led the Bermuda delegation.

A Government spokesperson said Mr. Roberts, who was interviewed at Saatchi and Saatchi's Bermuda partners AAC offices on Front Street, had not been in contact with the Government to solicit contracts.

AAC said they did not know of inaccuracy and said they would contact Mr.

Roberts. The Royal Gazette also e-mailed Mr. Roberts, who lives and works in four different locations around the world. At the time of going to press the newspaper had not found out how or why the statements about the Premier had been made.

Mr. Roberts said last week the Premier and Mr. Bascome wowed delegates in Brighton, England, throwing the `party of the week' last month.

And he said the same charm they used to impress top Labour Party officials should be used to woo tourists to the Island.

He said the fact that the Government had flown in a steel band and served `gallons' of Dark and Stormies stole the show at the Labour Party Conference, an annual event for the British Labour party.

"This small country created this incredible impact. Through being friendly, they created this amazing aura of mystery in the middle of the British Isles,'' he said.

He also praised Mr. Bascome and the Premier for their friendly manner and approachability at the conference and said it had won Bermuda many friends across the Atlantic.

He said: "The Premier did not just talk to the ten VIPs in the room, but made sure they both talked to everyone in the room. It was unbelievable, making the effort to talk to everyone.

"She made the Labour Party fall in love with her.'' A spokesman for the Government said that Ms Smith had not attended the conference.

Kevin Roberts