- Interfocus has won the India Tourist Office account and unveils its first work this week as part of a £1 million push to build the country as a tourist destination. The account, previously with RPM3, moved to Interfocus following its merger with ad agency Osprey, which was pitching for the India Tourist Office account at the time of the merger.
Interfocus is attempting to create a new image for India and to build visitor numbers from the UK and Ireland by 15 per cent. Previously India has been promoted on its cultural appeal, using images of temples, art and culture, but the new campaign uses the line "It's not a dream. It's India" to target tourists taking short-term package holidays.
The first ad in the press and poster campaign juxtaposes a sea shot of a tourist in her swimsuit with a tiger, while a second features fish swimming through a temple. The campaign breaks this week with colour spreads in magazines including Esquire and the colour supplements. Posters in major train terminals across London will run for six months.
Mike Reynolds, Interfocus creative director, said: "We didn't want to abandon images that made India attractive. Our problem was that people thought they 'knew' India. By juxtaposing these attractions together to create surreal dreamlike we are asking them to reconsider the country. The new line and rallying call of this new strategy will be 'Wake up to India'." The copywriter is Mike Reynolds with art direction by Seth Crewe. Media is through New PHD.