London's famous black taxis will soon be seeing pink as Bermuda's tourism campaign plasters their doors.

Ten of London's top taxi drivers' vehicles will be painted pink and inked with the phrase 'Feel the Love' and a picture of Bermuda shorts, as part of the latest Department of Tourism initiative. The cabs will stay that way year-round.

A further 100 taxis will simply have the 'Feel the Love' logo on their side-panels during the peak months of April to June and September to November.

Taking the theme one step further, the top ten drivers will soon visit the Island to experience pink sand and turquoise water first-hand.

The hope is that they become Bermuda's newest "ambassadors" in England.

Tourism director William Griffith said the initiative will cost £70,000 or about $105,835.

He said: "This is the first time we've undertaken anything like this in the UK. The British market is of significant importance to us and this year, we intend to renew our efforts and bring a little slice of our beautiful Island to the UK.

"We are very excited about this initiative as it will be a joint venture with the Department and our hotel and airline partners."

Bermuda Department of Tourism has partnered with the airlines and the hotel sector for the planned visit of the ten drivers. Their itinerary has not been finalised as yet.