The long form cinema ad will be rolled out in London cinemas at the launch of the new Julia Roberts film Eat, Pray, Love from 24 September in the UK. The film is set in the region and based on a best-selling book.
The campaign has the strapline “Your Moment is Waiting” and is devised to convey the feeling of mystery and magic first time visitors to Kerala experience.
The tourist board says that the film is a key departure from the usual product specific campaigns associated with tourism destination boards. It targets “the highly evolved experiential traveller”.
The film will also be shown on CNN and rolled out in France, Germany, Italy, Spain, Holland. Switzerland, Belgium The music was specially composed by award winning Sengalese composer Baaba Maal.
UK, France and Germany are primary markets for what is termed “God’s Own Country”. Tourism arrivals from the UK to Kerala have shown double-digit growth each year, since 2006 with over 150,000 British travelers visiting last year.
Dr Venu, secretary of Kerala Tourism says: “When you visit a Kerala, it is about traveling inwardly as well as physically and this moment is communicated beautifully within the film.”