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The International Marketing Council (IMC) of South Africa has taken its efforts to promote the African country to the streets of London, via the city's distinctive black cabs.

Taxis all over the capital will be involved in the organisation's biggest livery campaign to date.

The IMC of South Africa has been charged with expressing a united and welcoming brand for the country and its adverts will sport the strapline 'alive with possibility'.

This will not be the first time that the organisation has used London's cabs to market South Africa as in 2005 an inaugural campaign was launched with ten taxis. This year's initiative, however, will consist of 90 cars.

Yvonne Johnston, chief executive of the council, said: 'Our taxi campaign has been a resounding success for brand South Africa. It has created a fun and vibrant awareness in a key market for us - the city of London.

'Our recognisable and distinctive flag is a wonderful moving billboard for the country.'

South Africa is a popular spot with travellers looking for adventurous, action packed-holidays, with safaris in Kruger Park and cage-diving with great white sharks among the activities that visitors can take part in.

If you'd like to see this destination for yourself, use Opodo's travel search engine to find flights, hotels, holidays and car hire worldwide.

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