Kerala Tourism have decided to refresh their award winning marketing with some new brochures built around the tagline “contentment”. As with the previous campaigns, production values are very high and the overall feel is good. However, this time the reuse of the expression contentment seems forced and a little staged and the word itself lacks force and impact.
Contentment has a “retired”, passing life quality which does not encapsulate the Kerala experience. The new brochures have lost the witty connection of striking photographs with irony which so captivated in the previous commercial campaign. Now the internal design is less thought through and the text more self-conscious and seeking for impact.
Not as good as before and unlikely to garner the praise of advertising professionals, but still pretty slick and driving the key messages.