A new tourism advertising campaign due to start next month aims for instant results.

The drive will see radio and newspaper adverts blitzing North America in a bid to boost summer bookings as the Island bids to re-invent its tourism image.

And it will be followed by a major campaign by the PLP's new marketing partnerships.

Bermuda's Tango Multi-Media and New York-based J. Walter Thompson will be involved in the programme.

In June, a major promotion will begin, with glossy magazines and newspaper features, and radio ads across North America -- aimed at more long-term holiday planners.

Yesterday, Tourism Minister David Allen revealed that Bermudians are to play a major role in the new crusade.

Locals will be required to appear in photos, help with radio voice-overs and participate in the selection of images for the commercials.

"It will be a distinctly Bermudian campaign,'' said Mr. Allen. "This is unprecedented here, using the public to become part of how we develop this campaign.

"All of us must buy into tourism; we need the energy of everybody.'' As part of the effort, a meeting will be held between 5.30 p.m. and 7.30 p.m.

at the City Hall on Tuesday. There people will be able to view images taken by local photographers which could form part of the drive.

They can then vote for the best images, which will be seen in the adverts.

And the following day a voice-casting session will be held at the Spot Shop, Brunswick Street, between 9 a.m. and 5 p.m.

Those men, women and children who fancy a spot of modelling can attend a casting session at Government Information Services, Global House, on next Tuesday and Wednesday, between 10 a.m. and 4 p.m.

The Minister gave a progress report on the Tourism Competitiveness Programme, from which have evolved the four areas that the Government and its partners are to target to lure visitors.

The escapers, explorers, adventurers and romancers are particular segments of the market which Bermuda aims to tap into -- by creating local networks of companies providing such holidays.

At yesterday's press conference, representatives of the different networks gave examples of how they are working with hotels, transport services and other companies to deliver the specific vacation packages.

For example, escapers are seen as high spenders who are prepared to pay to be looked after.

Special dinner cruises and a personal beach finder tour are being developed with them in mind.

Whereas adventurers are being tempted by exclusive water sports deals, with diving, fishing and snorkelling as the focus.

Mr. Allen said part and parcel of the new campaign was the input of the public and private sector in the promotion and delivery of the Bermuda experience.

"The Government can't do everything, we are facilitators and to help make it happen people have to do it themselves,'' he said.