For the past several months Canada has been a major focus for the Bermuda Tourism.

First was the launch of the direct WestJet service in May and last month, Tourism carried out a successful outreach initiative when they hosted a luncheon for several members of some of Canada's most influential media outlets.

This week, we rolled out two street cars wrapped in bright pink Bermuda signage as part of their ongoing efforts to raise awareness in this important gateway market.

Tourism Director William Griffith:

This is all part of our strategy to ramp up awareness about Bermuda in Canada. We are looking to grow this market and in order to do that we need to ensure that we're engaging in some innovative methods which will set us apart from other vacation destinations.

From September to November these bright pink double-decker street cars will be positioned daily in high-traffic locations. When Canadians see these trolleys, we want them to not only think Bermuda, but we want to compel them to book a vacation to the Island. So we are thrilled about this promotional initiative.

This week's street car display is being launched in advance of an upcoming Canadian "Road Show" slated for September 13 - 16. The Road Show will see local hoteliers and partners descend on the Toronto, Ottawa and Montreal markets, and target travel agents and tour operators.

This latest marketing event follows the success of the pink taxis in London earlier this year and the Love Truck display in New York this past summer.

The PLP Government remains committed to our gateway markets. As a result of our combined efforts, we're already seeing growth out of the Canadian market. We believe that there's untapped potential in this critical gateway market and we've aggressively pursued it. We will continue to tirelessly promote Bermuda Tourism in our gateway markets and around the world.