Australia shines in London

London's iconicblack cabs have been wrapped in iconic Australian images as part of TourismAustralia's campaign to attract more British visitors down under for the GoldCoast 2018 Commonwealth Games.

The campaign kicked off in Londonovernight to coincide with the launch of the Queen's Baton Relay as it beginsits journey through 70 countries and territories before it arrives on the GoldCoast for the 2018 Commonwealth Games.

More than 50 London cabs will bewrapped in Australian images that encourage Brits to swap the cold for Gold in2018. Today, the Evening Standard newspaper, which is distributed to almost onemillion Londoners, will also be wrapped in Australian images. The cover wrapwill showcases Surfers Paradise, Burleigh Heads, Mount Tamborine and the GoldCoast Hinterland.

We want to create a sense ofAustralia as Londoners go about their daily commute. We want to make sure theyknow there is a sunny sky, blue ocean and golden sand waiting for them inAustralia. We want them to know they can swap the cold for the Gold.

The United Kingdom is Australia'sthird largest inbound market for visitor arrivals and for visitor spend. It ispredicted to be worth between $5.5 billion and $6.7 billion by 2020. The 2018Commonwealth Games provides us with a great opportunity to promote the GoldCoast and increase international visitation.

Major events play a key role indeciding where to holiday, with just under a third of British people choosingto align their holiday with a major sporting event. A OnePoll survey carriedout late last year found that Australia is the number one destination Britsmost want to visit for a major sporting event. We also know that March is apeak booking period for British people looking to plan their next holiday, sothis campaign is perfectly timed.