Brand Pakistan on London's red buses shows ‘beautiful culture, heritage’

LONDON: The ‘Emerging Pakistan’ campaign that London’s iconic red buses are exhibiting is aimed at introducing Britons and international tourists to Pakistan’s beautiful culture and heritage, says Syed Ibne Abbas – Pakistan’s High Commissioner to the UK.

Speaking to Geo.tv here on the new branding strategy – that is now running on three London buses and attracting a lot of attention and praise – Abbas stated that it has been arranged as part of Pakistan's 70th Independence Anniversary celebration.

“We conceived a comprehensive plan to celebrate the anniversary about two years ago," the High Commissioner explained, adding that its purpose is to introduce locals to the Pakistani history and traditions and see that nation "as an emerging country”.

Abbas noted that twenty million tourists visit the 'melting pot' city every year, but that they chose summer “for branding Pakistan on London's buses since it is the peak season for foreign tourists”.

The High Commissioner said people will see the “ancient buildings of Pakistan, its magnificent architecture, the tall mountain peaks, including K-2, beautiful landscapes, and endangered species of Markhor” through these buses.

“They will also see images of Shandur Polo Festival, as, you know, the Royal family likes the sport, which is very popular in the UK."

With the MSCI upgrading the country's rating from Frontier to Emerging Market and the start of CPEC, Pakistan's narrative has changed in the world, Abbas mentioned, saying that the UK now sees it as a land of opportunities.

Therefore, "we have included a portrait of Quaid-e-Azam [Muhammad Ali Jinnah] on these buses. At the moment, Pakistan's economy is progressing and it is on an upward trajectory,” considering the revised economic status.

Given the Brexit development, “Britain is now looking for new markets and this makes our country a favourite destination for its investment. What we need is to introduce Pakistan to the rest of the world."

The initial feedback pertaining to these buses is "overwhelmingly positive and welcoming, both from the community and the Britons," Abbas said, adding that it "is quite encouraging".

"These buses will attract a lot of tourists to Pakistan,” the High Commissioner added.

In addition to this, Abbas disclosed that Pakistan High Commission will be installing a bust of Quaid-e-Azam at Lincoln's Inn – his alma mater – this year.

“This will be a tribute to our great leader. London is a place where statues of most of the world's greatest leaders have been installed. The addition of Quaid-e-Azam's bust in Lincoln's Inn's library will be a welcome one.”

The grand finale of Pakistan’s Independence Day celebrations would be an Anglo-Sufi Musical called ISHQ, which is based on the ancient folklore of Heer Ranjha.

“It will be staged at the prestigious Sadler's Wells Theatre of London. My message to Pakistani community is that we should make sure to participate in such celebrations as members of a vibrant nation and get noted.”