prospective visitors in a new plan to attract guests to its shores.

Barry Blau & Partners executive vice president Robert Wilke and president of technology Charlie Tarzian unveiled the Tourism industry's new direct marketing initiative late last week.

The Bermuda Visitation Management System (VMS) will strive to correct problems with the Island's present marketing system which fails to identify, cultivate and convert prospective guests, said Mr. Wilke.

It will do this by making itself Bermuda's social secretary.

"Imagine Bermuda had a social secretary who went out and found people who would enjoy Bermuda and invited them to visit,'' said Mr. Wilke.

"Think about this as a social secretary for paradise.'' Tourism Minister David Dodwell threw his support behind the new initiative.

"This programme is unique to all travel destinations. We will be the first to be this far out in front. With this programme we are targeting the customer one to one.'' VMS will find prospective visitors's interests and help them plan their trip to the Island by providing them with information about flights, accommodations, activities and events that are suitable to them.

Then it will go to the next level, said Mr. Wilke.

It will thank them for visiting, help answer their queries and provide information for them while they are on Island and invite them back again.

The VMS database will allow it to keep track of special events in their lives and keep in touch with them after they leave.

But the guests will not perceive themselves to be at the end of a direct marketing programme, he added. Instead they will see the ongoing communication as welcome and helpful.

And they will see Bermuda as a place where they belong, stressed Mr. Wilke.

The Marketing Corporation of America stressed the importance of direct marketing when it helped a local task force comprised of hoteliers, community members and Tourism Department staff develop a five-year strategic marketing campaign -- Tourism in 2002.

Tourism Minister David Dodwell said: "This is one component, and a very exciting one, of our total marketing communications programme. The budget for direct marketing has been set at $2.5 million, up from $750,000.'' Direct marketing experts Barry Blau & Partners, whose client list includes IBM, MCI, Sears, United Parcel Service and Bell Atlantic, was chosen from four final round bidders for the job of operating the Island's direct marketing campaign.

Mr. Dodwell added: "The new programme emphasises the Department's partnership with the private sector as they helped select this company.'' And Mr. Tarzian stressed that the stake holders in the tourism industry had to continue to work together for VMS to be successful.

"The way to see this is if one prospect calls and wants to come to Bermuda, this represents a dozen more opportunities for everyone.

"The technology allows all partners to communicate with the prospect.'' Potential guests will make contact with VMS through both Bermuda Tourism's website and the Island's 1-800 number.

Mr. Tarzian noted that the number of people using the phone to make travel arrangements was still bigger than the number of people using the Internet for the same purpose but this was set to change in the future.

Mr. Dodwell agreed: "In my view, in as little as three years, we will have seen major changes away from the traditional forms of travel destination marketing.'' Tourism going `direct' The first time a prospective guest calls the 1-800 number or taps into the web site will be the chance for the system to filter that person into the travel segment he or she fits -- whether it be golfers looking for golf holidays or romantics looking for a place to celebrate an event.

VMS then becomes relevant and can make specific contact with the person via the website, electronic mail, fax or mail.

These personalised touches will allow the person to plan their personal trip.

And it is at this point that the prospective visitor becomes a lead. This is where other local "stakeholders'' get involved through the VMS' lead management system.

If a guest is interested in specific activities, hotels or restaurants then those stakeholders will be notified so they can make contact with the guest themselves.

Mr. Tarzian stressed: "All stakeholders need to say what they want to do.

They also have to say what offers they can make. This will allow us to touch more people more meaningfully.

"In direct marketing, the offer is very important.'' Mr. Dodwell said: "It provides great opportunities for the entire product community, not just hotels.

"Restaurants, water sport operators, sightseeing tour operators -- this programme involves all of them offering something to the visitor -- who is now the guest.'' This is what would turn people's heads toward Bermuda, explained Mr. Tarzian.

"In essence we are simply telling people that this is the destination for them -- in a cost effective way,'' added Mr. Wilke.

VMS will also notify specific travel agents who are signed onto the programme that there are potential customers for them to allow them to make contact for bookings.

These leads will be kept warm though contact until the person is ready to book.

But exactly how far the VMS will go is up to the tourism stake holder, stressed Mr. Tarzian.

"Over the next six months we want you to tell us what you want us to do.

Eventually we would like people to come in and make reservations for golf tee off times, dining, etc.

"This will help complete the loop.'' This loop was disconnected under Bermuda's old marketing system, explained Mr.

Wilke.

People called the 1-800 number or the website and received a generic information kit.

They then had to make "multiple actions'' to book their trip and this delay created the peril that they might end up booking a trip elsewhere.