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INDIA TOURIST OFFICE MIGRATES TO INTERFOCUS

News, 19 October 2000


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)