Government may pump more money into the new tourism rebranding and advertising campaign to ensure it is a success.

The decision to consider extra funding for the marketing blitz was taken on Saturday at the annual tourism summit between Government, hoteliers and trade unions held at the Sonesta Beach Hotel.

The meeting heard the Island must make sure it can deliver on the promises of the new campaign, which is launched in January and will feature television, newspaper and magazine adverts. And it was agreed to look at a fast tracking system for short-term work permits of between three and eight months to allow full staffing.

Bermuda will also look at developing other modes of transport, including water taxis and alternatives to mopeds.

Government's Central Policy Unit will become involved in helped the public-private sector Bermuda Alliance for Tourism.

And hotels will also be involved in helping develop air strategy through the Air Services Strategy Committee.

The meeting - involving Bermuda Hotel Association, the Hotel Owners of Bermuda, Bermuda Industrial Union, and Government - also agreed the Island must ensure that it explains clearly to the market that the Island is expensive because it can offer special experiences.

In a statement issued yesterday, Premier Jennifer Smith said: "Over the past four years, each of us have demonstrated in various ways our commitment to our tourism product.

"But Government alone cannot accomplish the rejuvenation of our tourism industry. Hotels alone cannot reinvigorate the industry. Workers alone cannot revitalise tourism. But together, if network, pool our ideas and resources and encourage each other, we can succeed."

The rebranding campaign will be launched in January and will feature television adverts for the first time in years. The 14 print adverts and two television adverts developed by New York agency Arnold McGrath Worldwide, were unveiled by Tourism Minister Renee Webb last Thursday.

The campaign will be aimed at people aged 35-55 with a household income of at least $125,000.

According to research by Arnold McGrath, there are around 30 million Americans in the target income range.

Speaking in the House on Friday, Ms Webb said the new marketing campaign will go after wealthy visitors as well as attracting niche markets.

The Island's first major TV advertising campaign in five years will target families, golfers, scuba divers, anglers and people getting married and having honeymoons.

The campaign will feature Bermuda shorts as its logo and will be launched globally in January.

She said: "The new brand campaign has been developed to represent the true essence of Bermuda.

"The creative and marketing strategy has been formulated over the past year with our industry partners as well as extensive research with past and prospective visitors.

"It is through our collective learning that we were able to develop a global strategy to attract both new and frequent visitors."

She said the Bermuda Alliance for Tourism strategy demanded Bermuda target discerning visitors in core markets.

Ms Webb said: "In today's competitive environment it is apparent that attracting high yield visitors requires more than a beautiful physical plant, it is important to stimulate levels of investment in the whole of the Bermuda product."

The Minister said the strategy realised the importance of the corporate market and would tailor part of its message to this.

"The brand introduces Bermuda's new logo, a device that is completely ownable and uniquely Bermudian, the Bermuda Shorts.

"As a person with some marketing insight, I say to those persons who say that marketing is everything, product will always be king.

"Our product is in the hands of every stakeholder living and working on this Island.

"Let us work together to make sure that every visitor receives the most satisfying experience and the best value for every dollar they spend while on the Island."