Kerala Tourism to Launch Global Campaign in London

New Delhi, September 15: Riding a wave of accolades for its stunning backwaters, pristine beaches and serene countryside, Kerala will soon launch a global publicity blitz to stamp its stature as one of the top tourist destinations of the world.
By: Anand
 
Sept. 17, 2010 - PRLog -- New Delhi, September 15: Riding a wave of accolades for its stunning backwaters, pristine beaches and serene countryside, Kerala will soon launch a global publicity blitz to stamp its stature as one of the top tourist destinations of the world.  Kerala Tourism will launch its latest global advertising campaign in London, at the end of September, through the world premiere of a new ad film. The high-profile event will be attended by high-fliers, celebrities and the who’s who of UK, at an exclusive event.
Conceived by Stark Communications, the Brand Agency of Kerala Tourism and directed by acclaimed film-maker, Prakash Varma, of Vodafone Zoo Zoo ad fame, this new highly evolved campaign aims to make Kerala a ‘must visit’ destination for travellers around the world and experience its exquisite brilliance and top-rate hospitality.  
Mr. Varma said he was immensely proud to be involved in the campaign.“Kerala is a superbrand and a highly acclaimed destination and I wanted to be part of the project straightway.”

“This film is really going to have everyone talking about the destination. It is surreal and communicates the languid beauty, the rawness, and the sensual and spiritual flow of the land in a stirring and moving way,” he pointed out.

Filmed with great sensitivity and dexterity, it is a key departure from the usual product-specific campaigns associated with tourism boards and this latest campaign targets the experiential traveller.

Following the premiere in London, the campaign will hit cinemas in the UK screening of ‘Eat Pray Love’. Also a runaway bestseller, the film starring Julia Roberts is based on the real life story of how an American divorcee and writer Liz Gilbert spent a year travelling in Italy, India and Bali in search of spiritual fulfillment.

The Kerala Tourism campaign will also roll out in other major markets in Europe, including Germany, France, Italy, Spain, the Netherlands, Belgium and Switzerland. A focus area of the campaign will also be domestic tourists, a fast-growing segment for tourism in Kerala.  Kerala Tourism had staged road shows in all metros and major Indian cities earlier this year in a special domestic campaign.

In 2009, Kerala Tourism had launched an innovative campaign by wrapping 120 taxis in the UK in attention-grabbing imagery of Kerala. The campaign was a huge hit with the British, who account for a third of the 650,000 foreigners who visit the state every year.

Kerala's growth in tourism has been phenomenal and dramatic. A decade ago, this small southern state, though awash with scenic grandeur, was virtually unknown in the international tourism scene. Today, it is a globally acclaimed tourist destination, voted as ‘One of the Ten Paradises in the World’ by the National Geographic Traveller in 2000. Last month, subscribers of the online travel portal SmartTravelAsia.com voted Kerala ahead of Phuket and Bali as Asia’s best destination.
Early this week, the state was adjudged the ‘most preferred destination’ in India at the CNBC Awaaz Awards 2010, while Kerala Tourism walked away with the Best Tourism Board award. Last year. The National Geographic Traveler had listed the placid backwaters of Kerala as one of the 133 ‘World’s Greatest Places’, above the iconic Taj Mahal..


For more information, visit www.keralatourism.org

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Source:Anand
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Tags:Kerala, Tourism, Filim, Traval, 2009
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