The branding campaign was launched by the Indonesian government to coincide with the World Travel Mart (WTM) held in London.
The London cab campaign is being used to strengthen the image of Indonesia in the English and international markets during the course of WTM.
WTM is one of the leading international travel shows credited with gathering nearly 46,000 travel industry professionals, government officials and members of the media in London. Astuty revealed that Indonesia is targeting to welcome 200,000 English tourists in 2013.
This is the second time that Indonesia has used London taxicabs as an advertising media. In 2010, a “Remarkable Indonesia” exhibition at London’s landmark Harrods Department Store was promoted via promotional slogans displayed on the U.K. capital’s cabs.