The Bermuda golf and spa season

The Bermuda Department of Tourism has begun two new ad campaigns in an effort to redefine the slow January-to-March period as the golf and spa season, and also attract affluent African American travelers. The islands' close proximity to the eastern United States is promoted in "Putting Distance" ads. Bermuda's winter weather is certainly milder than the Northeast or Mid-Atlantic states in the U.S., so I'd say the campaign has a chance.

"No one wants to play golf when its 95 degrees," said Arnold New York executive creative director John Staffen.