Kerala Tourism banks on human-nature connect; new campaign a huge success

April 12, 2019 | Bureau | Cities & States

Kerala Tourism has drawn enthusiastic response to its recently launched brand campaign – ‘Human By Nature.’ The symbiotic relationship and harmony between human and nature is the essence of the three-minute long video. The global brand campaign was launched by Kerala Tourism Minister Kadakampally Surendran in New Delhi. The video offers a snapshot of the state –backwaters, beaches, houseboats, catamarans, Theyyam artistes, hill stations, wildlife, festivals, and scrumptious cuisines.

Describing the latest campaign as a powerful multi-media outreach, Kadakampally Surendran said it would act as a trigger to put Kerala Tourism on a higher pedestal in a competitive global marketplace.

“I am sure it will strike an emotive chord with travellers and position Kerala as an essential fixture on the international travel circuit. It will appeal to both high spenders and backpackers. Tourism is a major contributor to Kerala’s economy and a significant source of foreign exchange. The increase in footfalls can have transformative effect on the lives of our people,” he added.

The film, which was shown as part of Kerala Tourism’s roadshow in the American cities of New Jersey, Chicago, Houston and Los Angeles was reportedly lapped up by local audiences. It was shot in locations like Kumarakom, Alappuzha, Arthungal, Chellanam, Fort Kochi, Munambam, Wayanad, Kannur and Thaliparambu.

Tourism Secretary. Rani George said Kerala Tourism kept reinventing itself with fascinating ideas. “The film is both sophisticated and emotive. It shows Kerala in a wider spectrum as vibrant and welcoming, underlined by a powerful human touch. This will further firm up Kerala’s position in the itinerary of international travellers as one of the most fancied global destinations,” she added.

The campaign would run in Kerala Tourism’s key markets, such as USA, the UK, Gulf countries, Germany, France, Italy, Sweden, Spain, the Netherlands, Switzerland and Belgium.

In 2018, the state’s tourism netted record revenue of Rs 36,528.01 crore, clocking an increase of Rs 2,874.33 crore from the previous year, while the number of domestic and foreign tourist arrivals stood at over 167 lakhs. 

The film can be viewed on Kerala Tourism’s Facebook page.