Bermuda's image as a high quality destination will not be damaged by its new "more affordable prices'' approach to advertising.

That was the message from Assistant Tourism Director Mr. Peter Smith who said the Island is emphasising its competitive prices but will not get into the "discounting spiral'' which has trapped other destinations.

The subject of Bermuda's advertising style was raised at last Thursday's public meeting before the Government-appointed Commission on Competitiveness.

The commission is studying ways to strengthen the Island's position in the tourism and international business markets.

Current ads were called "a joke'' by one member of the St. George's audience, who said he didn't see how "12 kids playing violins'' would draw visitors.

Another man at the meeting said Bermuda's fixation on attracting "upscale visitors only'' was going to be its undoing, and that the Tourism Department would have to pay attention to "average'' customers as well.

But the Pink Beach Club managing director, Mr. W.A.(Toppy) Cowen, says results of the new marketing style are already encouraging.

Mr. Cowen taking part in a major tourism conference for New England in Boston last week, where interest is being shown in what the Island has to offer.

"Discount seekers were told that Bermuda has responded more than ever before to value-added packages and a promise to fulfil the traditional client expectation,'' he said.

"We have once again been shown that high income people are not the only group interested in the Bermuda Experience.'' Mr. Cowen said that by Wednesday of last week approximately 1,000 agents from eight major cities will have been invited to the New England seminars in the spring.

He said: "Fabulous deals as those seen in the Sunday Boston Globe substantiate the fact that Bermuda is no longer for just the rich and famous.

"As we search for the common denominator, the key ingredients are still safety, cleanliness, beauty, tranquility and sophistication.'' Mr. Smith agreed with the closing statement of Mr. Cowen. He said:"That has always been the image of Bermuda but we are now aiming to be more competitive in the market place.'' Starting last year Mr. Smith said that a concerted effort was made to put together aggressive advertising campaigns by getting a whole range of accommodations to sell their services together.

Hence full page advertisements are now appearing in papers all over the States, with input from many companies including Bermuda Small Properties, the White Sands Hotel, Elbow Beach, the Princess and the Sonesta Beach.

In the New York times a "Bermuda Break'' is offered over four days and three nights costing from $365. That cost includes airfare, accommodation, taxes and gratuity.

Costs change with the hotels such as Bermuda Small Properties charging $409, Elbow Beach charging $693 and the Southampton Princess $846.

Mr. Smith said: "Our major advertising initiative over the last two years has been more aggressively featuring Bermuda as having a wide variety of travel experiences and prices.

"We always had a non-competitive image in the eyes of travel agents but all that has changed now.

"The travelling public do not just see us as ridiculously expensive but see that we have lots of different things to do, and there is accommodation with competitive prices.'' Mr. Smith praised hotels for keeping prices down to help the Island remain competitive. He said: "There is a risk in competing in a business environment and that is discounting.

"We are trying to be as competitive as possible without getting locked into that dangerous discounting spiral.''