The Hindu Business Line : Kerala Tourism set to launch new ad campaign

To be launched later this month, the experience-based ad campaign shows how Kerala reaches out to visitors and changes their lives. Created by the Thiruvananthapuram-based Stark Communications, the campaign tells the stories of five visitors whose lives have been transformed for the better by Kerala.

"It is a person-based campaign that combines beautiful visuals, a human story and interactivity," says Mr E.K. Bharat Bhushan, Principal Secretary - Tourism, Government of Kerala. It seeks to inspire people to visit Kerala by showing how the State has enriched the lives of visitors from across the world, he adds.

The five print advertisements in the campaign take Kerala Tourism's communication to the next level by having "people say how Kerala has transformed them," explains Mr B. Suman, Director, Kerala Tourism. The campaign's emphasis is on people and experiences, he adds.

So, all the advertisements in the campaign are based on true stories of tourists' experiences in Kerala. And though familiar themes such as ayurveda feature in the ads, the story is about how ayurveda actually improved a visitor's life. And nothing works as well as a story well told, believes Mr Swarup B.R., Director, Stark Communications. It's about experiencing and being inspired to visit Kerala, he adds.

The campaign will also be extremely interactive, as it invites visitors to tell their stories about Kerala by posting them on the Kerala Tourism Web site, says Mr Bhushan. Besides inspiring prospective travellers to visit Kerala, this approach will give Kerala Tourism a creative database of stories that can take the campaign forward. Other promotional avenues such as leaflets and a contest will also be used as part of the campaign.

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