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India Tourism Office

Agency: Smarter Communications
Client: India Tourism Office

If you can move quickly on current events, you can create great impact.
Take this example. Jade Goody had been accused of alledged racism and bullying against Indian contestant Shilpa Shetty on Channel 4’s ‘Celebrity Big Brother’.
The Indian Tourism Office responded with the above press advert on the evening of her eviction (January 19, 2007).
It ran in: The Times, The Guardian, The Independent, The Daily Telegraph, Metro ( London only), The Evening Standard and London Lite.
Copy was intended to dispel any negative or outdated views expressed in the programme, and focuses on all that India has to offer.
The copy reads as follows:
Dear Jade Goody,
Once your current commitments are over may we invite you to experience the healing nature of India .
Being one of the world's oldest civilisations, our land is one where the ancient and the modern co-exist and a multitude of religions live in harmony. We have a modern thriving culture and offer an amazing wealth of sights and sounds, tastes and textures making our country a place like no other.
With everything from bustling cosmopolitan cities to the quiet countryside, we have destinations that offer a backdrop of unmatched beauty. Our country is blessed with everything from snow-clad mountains and crystal glaciers to thick forests rich in wildlife and long sandy coastlines, offering something for everyone.
As a beauty therapist, you may be especially interested in visiting one of the many spas where you can cleanse your stresses away, enjoy yoga in the land that invented it and experience Ayurvedic healing which promotes positive health and natural beauty.
The best way to understand Incredible India is to visit and we look forward to welcoming
you soon.
Yours sincerely,
India Tourism Office

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