The seven-week ‘OMGB (Oh My Great Britain): Home of Amazing Moments’ marketing campaign features digital and billboard advertising aimed at showcasing the experiences visitors can have in the UK. Outdoor advertising will be positioned at key locations in Delhi and Mumbai, including CyberHub and Haji Ali Main Junction.

“There are so many great things going on across our nations and regions this year from literary anniversaries to major sporting events. By showcasing the incredible experiences on offer we want to inspire even more visitors from India to come and discover their own amazing moments. It is a great time to come to Britain,” said VisitBritain’s director for Asia Pacific, Middle East & Africa, Sumathi Ramanathan.

The campaign is also aiming to capitalise on the UK’s current affordability, following the drop in the value of the pound after the country voted to leave the European Union. At the end of January 2017, the UK was 13% more affordable for visitors from India than it was the same time last year.

The latest quarterly figures show that, from July to September 2016, Indian visitors spent GBP142 million (US$178m) in the UK, up 14% year-on-year. This increase came despite the fact that visitor numbers were almost unchanged.