A new advertising campaign aims to lure wealthy Americans to Bermuda as they use the latest technology to plan their vacations.The Bermuda Department of Tourism (BDOT) has launched its first mobile advertising campaign to target travellers from the East Coast of America with household incomes of at least $135,000.The aim is to use internet adverts to catch the attention of people aged 35 and above who use mobile devices such as smartphones and iPads to plan their travel.Mobile banner ads about Bermuda now flash up when the targeted audience are seen to be searching for vacation destinations or flights.The banner ads include tempting slogans such as ‘spend the morning on the beach’ and ‘paradise in two hours or less’, next to pictures of Bermuda’s beaches.Mobile users are then directed to landing pages that give further information about Bermuda. They are also prompted to download Bermuda’s new iPhone app, which has an interactive map enabling users to easily search, browse and find the Island’s top destinations.The BDOT say they want to utilise Google capabilities as its research has identified that its key market is ‘on the go’.It is hoped that the ads will target “key markets” in East Coast cities, which are only about a two-hour direct flight from Bermuda.A BDOT spokesman said the purpose of the campaign was “to generate awareness among BDOT’s mobile audience of Bermuda as a nearby destination option”.He said: ”A major selling point is that we have no waste with this campaign, all activity is demographically and geo-targeted to BDOT’s key markets along the East Coast.“Our research has shown that the Bermuda target audience is comprised of frequent mobile users, who show particularly strong smartphone penetration. “Incorporating mobile is a relevant way to digitally extend BDOT’s reach while remaining extremely targeted.“From exploring ideas about where to go through booking a vacation, mobile is an increasingly important and appropriate medium for this audience.”The spokesman went on to say that this type of technology was the way forward for future campaigns.He said: “As mobile penetration rises, it will become an increasingly important medium for marketers.”The BDOT is working with ad agency Ingenuity Media, based in New York, and Google’s AdMob unit and the campaign continues until the end of 2011.It has been reported on ‘talking travel technology’ website tnooz that Bermuda’s banner ads are already showing signs of success.The average click-through rate for travel ads is 0.50 percent, meaning that it takes 200 ad impressions to get one click-through. However, Bermuda’s click-through rates are up to 0.056 percent.The website also reports on the growing trend that tourism boards with limited budgets are now turning to mobile advertising to get quick results.It states that Google has been working with tourism boards on mobile campaigns for the past two years, and demand for mobile advertising is increasing.