Bermuda seeks a ‘starry’ revival

The Bermuda Tourist Board has hired Rooster on a six-figure brief to re-establish the North Atlantic island as a ‘glamour destination’ for British tourists.

Account director Ryan Levitt said the board wanted to bring back the ‘starry’ image Bermuda enjoyed in the 1980s, and dispel the perception that it was part of the Caribbean.

‘We want to position it as a traditional British colony with US levels of service,’ said Levitt.

Still a British outpost, Bermuda has a booming finance industry thanks to attractive tax laws. British Airways started running a daily service to the island from Gatwick this month.

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