The project involves domestically and internationally promoting the Notting Hill Carnival in London. The decision to choose this city and its respective festival is due to several reasons. Firstly, the tourism levels in London is very high (Appendix A and B), which would help in supporting the public campaign that focus on cultural heritage and abolishment of slavery in the 19th century. Secondly, the carnival has not noted any major increase in their revenue and sales since 2011, which Plummer (2011) suggested to be the highest earning. Ever since, the world-famous festival is rarely noticed to the extent it did 5 years back. With that said, the choice of Notting Hill Carnival is due to several reasons as well. Primarily because it is a very cultural festival that promotes the abolishment of slavery, which would play a vital in improving the country’s image (ETFI, 2013).