Tourism chiefs yesterday unveiled a new marketing strategy which they hope will attract more US visitors to the Island during the off season.

And the message being delivered to potential guests is that Bermuda is not a country -- but a country club.

The Department of Tourism's Integrated Communications Agencies -- a team of marketing and public relations consultants -- developed the plan based on market research in the US.

And yesterday the team presented their new concept to hoteliers and retailers at the Princess Hotel.

Tourism officials could not say how much the campaign would cost, but it is believed to be more than $1 million.

But the Department of Tourism feels that, in order to encourage more visitors, the Island's facilities should be enhanced and repackaged rather than redeveloped.

A strong advertising campaign will highlight the many activities available on the Island during the winter months, with a special emphasis on golf, tennis and Bermuda's heritage. Many East Coast golfers are left frustrated when golf clubs close for the winter months.

Research showed that people who visit the Island between November and March are older and are not looking for the typical sun, sea and sand vacation.

Richard Lobel of New York based DDB Needham, one of the Integrated Communications Agencies companies, explained the thinking behind the strategy.

"People want to be part of a country club mentality,'' he said. "But a lot of people think that Bermuda is closed down, it's not open.'' Radio and print commercials will highlight the fact that Bermuda is a giant country club -- with eight golf courses and more than 100 masseurs -- that is open throughout the year.

At the heart of the campaign will be a new series of Radio Bermuda commercials beamed across North America.

Hoteliers, retailers and other businesses that feed off the tourist market have also been asked to participate in the new initiative. Brochures promoting the country club theme will be available at all hotels and guest houses. The brochures, entitled `Bermuda -- Your Island Country Club', will detail special features such as the Dine-Around programme, offering special rate meals at more than 20 top restaurants.

And as well being able to put across their own concerns and ideas at yesterday's meeting, they now also have a direct link with the New York based agencies who will be able to produce up to the minute promotional material featuring the hotels' latest special offers.

"I was thrilled. We must have had about 60 people there, a good cross section from the hospitality industry, and we had a very healthy dialogue with some good ideas coming out of it,'' said Tourism Minister David Dodwell.

"The focus this year is a club where you can enjoy the benefits of being a member of that club. It's positioned with the total island resort idea where the whole Island is available. "The extra thing here was to get feedback from the community to see what we could offer as a community -- what more activities can we give and then what we will do is put that into the overall mix.'' Plan is too elitist, says PLP: Page 2