Indian visitors to London out spent the Japanese for the first time in 2006 - £139 million compared to Japanese spend of £123 million, according to Visit London.
It’s a market that marketers are keen to cash in on, particularly entertainment and leisure operations in the capital.
As a result, Madame Tussauds was keen to establish itself as a Bollywood destination in credible Bollywood media.
In a bid to increase penetration of domestic/overseas Asian visitors at Madame Tussauds by 20% in 2007, they embarked on a marketing and PR campaign with new attractions and new strategic partnerships.
The team's efforts were recognised in the Visit London Awards 2007.
Click the link below to read how they did it in full.
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