Coincident with the announcement of its appointment by the India Tourist Office, London shop Interfocus will this week launch phase one of a £1 million campaign to boost the sub-continent as a popular holiday destination.

Eschewing the former cultural imagery of temples, art and artefacts, the new campaign is based on the platform, Wake up to India. The twin-treatment drive targets tourists taking short-term package holidays.

The media mix, planned and bought by New PHD, includes colour spreads in magazines and colour supplements, plus a six-month poster campaign in major London rail termini.

Developing the ‘It's not a dream. It's India’ theme, the first treatment juxtapose a sea shot of a tourist in her swimsuit with a tiger; the second pictures fish swimming through a temple.

Says Interforcus creative director Mike Reynolds: “We didn't want to abandon images that made India attractive. Our problem was that people thought they 'knew' India. By juxtaposing these attractions to create surreal dreamlike [images] we are asking them to reconsider the country.”

The account moves from RPM3.

News Source: CampaignLive (UK)