India plans high-voltage 'Incredible India' campaign in London

New Delhi, July 16 (UNI) As part of the effort to attract more tourists from Britain, India Tourism will participate in a big way at the three-month-long "India Now" event in London from tomorrow.

'India Now' is being coordinated by the office of the Mayor of London and will be held till-September. With the United Kingdom being a major source market for India, the Tourism Ministry has finalised a major plan to create awareness about its tourism products through the "Incredible India" campaign during the event.

The Ministry will undertake an extensive campaign in the print and electronic media in London during this period.

As many as 700,000 tourists from the UK visited India during 2006.

"We see the India Now event as an opportunity to further tap the immense potential in the UK," a tourism official said.

As part of the campaign, some of the buses and taxis plying along the main routes in London will wear a vibrant look with "Incredible India" colours.

Outdoor panels will highlight some of London's landmarks through "Incredible India" visuals and the print campaign covering important publications will focus on the close links between India and the UK, with the by-line "India is closer than you think." A series of Road Shows are also planned in the UK in August to be organised in collaboration with the Indian Association of Tour Operators(IATO) and to facilitate greater interaction of the Indian operators with their counterparts in the UK, for promotion of India packages there.

'India Now' will comprise a series of India-centric events and activities which will showcase India's contribution to world culture, its rich tradition and more importantly, contemporary India and new Indian trends across art, film, theatre, food, music and fashion.

More than 150 cultural organisations from London will participate in this event.

"It is the biggest festival of India to be staged in the UK, with activities planned across London for the entire season," the official said, adding that at least one million Londoners and visitors to London would participate in the event.

UNI