competitive, said the marketing manager of the Bermuda International Business Association (BIBA).

Keeping a clear sense of the products and services provided to customers will help prevent "marketing myopia'', said Ms Wendy Davis Johnson, speaking at a Hamilton Rotary luncheon on Tuesday at the Hamilton Princess.

Describing how institutions of any size can collapse, she said the demise of great American railroads occurred because they saw themselves in the railway business and not the transportation business.

They were "myopic'', she said.

"We need to figure out what Bermuda does better than the competitors and make sure the right people know about it,'' she said.

"Our goal is to raise awareness of Bermuda as a premier international business centre, so when audiences think of Bermuda, they immediately think of all the reasons Bermuda is better.'' BIBA receives funding from the Finance Ministry to develop and implement a generic overseas marketing programme designed to promote the Island as a premier international business centre.

BIBA's overseas programme uses public relations to enhance the Islands image but not advertising.

Working with a New York public relations firm, BIBA targets key financial media, arranges special events like the Market Briefing in London, produced a brochure, video and quarterly newsletter, she said.

The organisation also operates a toll free telephone line in New York and London for general inquiries about international business in Bermuda.

Interviews with Business Week, Bloomberg business news service, Offshore Investment, The Banker, and many other publications have been arranged for key industry representatives.

Bermuda industry representatives have been quoted in The Financial Times, Lloyd's List and Leaders magazine. The next phase of BIBA's overseas research efforts will indicate if awareness abroad about Bermuda has increased.

"Clients will choose Bermuda because of what they've read about the Island in publications they respect, because of conferences and seminars they've attended at which Bermuda was a host or which Bermuda played a meaningful role, because of advertisements they've seen, literature they've received and word of mouth,'' she said.

All these factors plus the underlying message that Bermuda is a premier offshore jurisdiction, a message BIBA includes in all its activities, will ensure Bermuda's place on the world's international business map is one of growth, she said.

"BIBA's objective is to define Bermuda's competitive strengths and advantages compared to other jurisdictions and then create appropriate programme in key markets.''