Kerala has launched a global advertising campaign in London showcasing its stunning backwaters, pristine beaches and serene countryside. The campaign is aimed at making Kerala a must visit destination for travelers all over the world. The brain child of Stark Communications, the brand agency for Kerala tourism, the campaign will hit cinemas screening the movie, ”Eat Pray Love”, in the UK,
The campaign will also be extended to the other major markets in Europe, including Germany, France, Italy, Spain, Belgium and Switzerland. The timing for the campaign would not have been better for Kerala as it was recently adjudged the ”most preferred destination’ in India” at the CNBC Awaaz Awards, 2010, while the Kerala Tourism Board was conferred the Best Tourism Board award.
This is not the first time that Kerala tourism department is indulging in innovative campaigns and road shows to garner more interest in this happening tourist spot and to highlight the unseen and the unexplored attractions of Kerala. Last year, the Kerala tourism department in an innovative tourism promotion campaign had decorated 120 taxis in the UK with Kerala tourism promotional advertisements. The campaign became a huge hit among the British, who make up one third of the 6.50 lakh foreigners who visit the state every year.
From being an unknown destination in the southern tip of the Indian sub continent, Kerala has become one of the most popular tourist destinations in the world in a short span of a decade or so. Voted as ”One of the Ten Paradises in the World” by National Geographic Traveller in the year 2000, Kerala has indeed left its indelible imprints in the international tourism map with well timed and innovative promotional campaigns and propaganda.