Kerala Tourism readies atmospheric campaign

Kerala Tourism is rolling out its first advertising campaign in a bid to promote the Indian state.

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.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here