Who named Kerala as God's own country..? Malayalies or foreigners..?
It said that the word was first used in the context of kerala by Dr. Vipin Gopal, when he created web page on Kerala. It was in the year 1993. Before that, even Kerala's poets and writers didn't thought of this slogan. the slogan has been using by KTDC for it's Brand campaign.
Success story of Kerala as a tourism Brand is the triumph of vision and professionalism
Before 25 Years the tourism Industry was promoted under Govt: of India. Hotels were under Public sector and also there were no liberalization. like other destinations in India, Kerala was also reminded as an unknown destination. Lot of Market researches and studies conducted during that period. It reviled that Foreigners perceived India as dusty, dirty, brown and hot.
Then Tourism board decided to change the perception of foreign tourists. The thought was to create an image as' green'. lot of researches and interactions were conducted. It founded a great opportunity in beeches, back waters and Ayurveda.
During 1986, tourism declared as an Industry. also formulated a master plan for marketing tourism sector. from 1989+ years, Tourism board started National Advertising Campaigns. Mudra had been appointed as agency and began National advertising campaigns. also organised elephant march,boat race and festivals during that period. also govt took initiative for infrastructure developments, like development for bakel resorts etc. for kerala as a brand the major USPs are backwaters and Ayurveda. from 1994, tourism board gave more focus for promoting back waters and Ayurveda. destinations like Thekkady and Alappuzha also got promoted during that period. also these helped to create a stand alone image 'unlike other Indian destinations'. also Kerala as a great advantage as a place unaffected by terrorism and disasters like earth quakes.
After 2000, KTDC added more feathers in it's cap. National Geographic Traveller selected Kerala as the one of 50 must see destinations of a life time. also Outlook Traveller selected
Kerala as the the best State that promoted tourism in India in the year 2001. KTDC also initiated many public -private partnership programs. Govt also introduced Kerala travel mart and Road shows. during 2003.
Life in a new Light
The primary objective was to present the destination in a refreshingly new perspective. thus presenting the products of Kerala in a simple and universally charming language. the campaign
won gold at the Das goldene Stadttor awards at ITB Berlin During 2006
Life in a new light print ads
Life in a new light print ads
Life in a new light print ads
Life in a new light print ads
Life in a new light print ads
Life in a new light print ads
Life in a new light print ads (the ads presented the products of Kerala in a simple and universally charming language)
Monsoon tourism- monsoon was earlier considered as off season for the Industry. during the year 2005, the department realized the beauty of monsoon as a great opportunity
to market. thus Kerala Tourism aggressively marketed the monsoon. they launched a Rs 30-lakh advertising campaign in national newspapers that will promote "value for money" packages to Kerala during the months of July, August and September. the rainy season also created opportunity for ayurvedic physicians.
Traditionally, according to ayurvedic physicians, rejuvenation therapies have their best effect during the wet monsoon months, when the winds and the cold temperature render the body especially amenable to the therapeutic and restorative powers of the herbs and concoctions used in ayurveda.
Come Home to Kerala (Home stays branding) - Tourism department Introduced another concept of Home stay tourism. as a part of this program, different types of houses were converted to home stay like heritage homes., farm houses, bungalows, illams, nallukettus etc
Kerala tourism also awarded in “super brand award” for 101 strongest brands in India by super brands India in the year 2007.
Real Life Experience
During 2007, Kerala tourism launches testimonial campaigns. the campaign told the real life stories about the transformational experience of travelers who visited Kerala. the stories layered in a way, how tourism enrich the life of travellers and how it sustains culture and tradition. the campaign also invited travelers to register online and write about their stories.
after that period, kerala tourism also promoted many other marketing initiatives like 'better together' campaign., 'Dream season campaign and also promoted destinations like Kovalam, Kumarakom, Wayanad etc.
Dream Season Campaign
Byassociating with it's website, Kerala tourism has been added more than 500 packages online as part of its off season campaign named as dream season.
Kerala tourism associated with ayurveda centres, resorts, homestays, house boat operators and
other tour operators to design the package.
Jet2Kerala
During 2009, Kerala tourism joined hands with jet airways for a new initiative Jet2Kerala.
the initiative make Kerala, more accessible to travellers through holiday packages at never before rates including highly discounted two way airfares on Jet Airways to the three gateway cities of Thiruvananthapuram, Kochi and Kozhikode from anywhere in India. Jet2Kerala was
concentrate domestic travellers towards the state.
jet2kerala print ad
Training Taxi Drivers
Kerala Tourism has commenced a program to impart training to tourist taxi drivers as part of the efforts to ensure quality service to travelers coming from different parts of the world. Being taken up under ‘Let’s Learn’ – the ambitious Human Resource initiative of Kerala Tourism
The training program included basic tourism aspects, role of the taxi driver in the industry, guest relations, and communication skills, first aid, cleanliness and hygiene. Taxi drivers also trained in other languages like Hindi, English, French, German etc.
'Chalo Kerala' - Rajadhani Branding
Kerala is the first tourism destination to use train branding to promote the state in what will be one of the most visible and high impact campaigns ever undertaken by Kerala Tourism. Branding was done in Rajadhani express which covers 10 states from Trivandrum to Delhi.The train's 17 coaches depict 17 places of tourist attraction in Kerala with 17 different creatives used for 17 coaches, which marks another innovation because of its shoots and creatives done specially for the medium. Some of the images include Kerala's famous houseboats, vast green paddy fields, Bharatanatyam dancers and Kathakali performers. the cost was approx 1.2 crores for six months. As the train moves through states, it will advertise Kerala's tourist spots among millions of potential domestic tourists.
'Your Moment is Waiting'
Showcasing God’s Own Country as a leading destination for wellness and cultural experiences, Kerala Tourism’s ‘Your Moment is Waiting’ destination film is to woo the global market to make the state a ‘must visit’ destination for travellers. Extensive research across the last 10 years amongst travelers to Kerala mostly from Europe, especially UK, France and Germany) has consistently revealed that “something” happens to them while they are in Kerala – something that alters their mindspace, Communications. "'Your Moment is Waiting' is all about this trigger – this moment. the film showcased Kerala as a leading destination for wellness and cultural experiences, Kerala Tourism’s ‘Your Moment is Waiting’ destination film is to woo the global market to make the state a ‘must visit’ destination for travellers.
The world premier of the film launched at Saatchi Gallery, London on September 21 to a select audience of glitterati, literati and business leaders.
Your moment is waiting tvc - youtube link
the campaign is has aggressively promoted in Youtube, Facebook and also through iphone,ipad etc. Print campaign has been launched recently in 2011 featuring Elephant, Back water, Theyyam etc.
Your moment is waiting - Print ads
Your moment is waiting - Print ads
Your moment is waiting - Print ads
On February 2011, the film bagged three PATA Gold awards .Kerala, which is the only Indian state to figure in the PATA awards in 2011, also picked up one of the four PATA Grand awards in the environment category for its ‘responsible tourism’ efforts in Kumarakom.
In 2010, Kerala attracted 0.66 million foreign tourist arrivals. Tourism Industry in Kerala growing at a rate of 13.31%, the tourism industry is a major contributor to Kerala's Economy
Other Awards and Achievements
International Awards
| World Tourism Travel Council Tourism for Tomorrow Awards | | One of the three finalists in the Destination Category - Kerala, 2006 | | ITB Berlin | - Das Golden Stadttor Award for the Print campaign, 2007
- Das Golden Stadttor Award for Best Commercial, 2006
| | Pacific Asia Travel Association (PATA) | - PATA Awards 2011
- Gold Award 2010 for Best Website
- Gold Award 2009 for Marketing "Dream Season in Gods Own Country"
- Gold Award 2008 for Culture - Utsavam, Kerala Arts Festival
- Gold Award 2008 for Consumer Travel Brochure - Kerala Tourism Theme Brochure
- Gold Award 2007 for Culture - Aranmula Cultural Village
- Gold Award 2007 for Brochure - Destination Brochure Kit
- Grand Award for Environment - Zero Waste Kovalam, 2006
- Gold Award for Ecotourism - Kumbalangi Tourism Village, 2006
- Gold Award 2006 for Publication Ayurveda: The Mantra of Niramaya
- Gold Award for the best E-Newsletter, 2005
- Honourable Mention for Culture, 2005
- Gold Award for Culture, 2004
- Gold Award for Ecotourism, 2004
- Gold Award 2004 for the best CD-ROM Ayurveda: The Mantra of Niramaya
- Gold Award 2003 for the best CD-ROM, Kerala: The Green Symphony
- Gold Award for Marketing, 2003
- Grand Award for Heritage, 2002
| | Pacific Asia Travel Writers Association (PATWA) | - International Award for Leisure Tourism, 2000-2001
| | | | UNESCO Asia-Pacific | - Heritage Award - Honorable Mention - Arakkal Kettu, Kannur, 2006
| | | | New York ad Festivals | - Finalist Award - Kerala Tourism - 2005
| | National awards | | Government of India | - Most Innovative Adventure Activity -International Paragliding Championship, 2007-08
- Best Responsible Tourism Project - Better Together- Responsible Tourism Initiative, Kerala, 2007-08
- Best Tourism Film / Audio Visual Presentation 2007-08 for DVD Rhapsodies from God's Own Country
- Best Performing Tourism State, 2006
- Best Maintained Tourist - Friendly Monument - Sakthan Thampuran Palace 2006
- Most Innovative Use of Information Technology, 2005-06
- Best Performing Tourism State, 2005
- Best Maintained Tourist - Friendly Monument, 2005
- Best Publishing 2004-05 for Book on Ayurveda
- Best Marketed and Promoted State, 2004
- Best Maintained Tourist - Friendly Monument, 2004
- Best Innovative Tourism Project, 2004
- Best Promotion Literature, 2004
- Best Publishing 2003-04 for Book on Panchakarma
- Best Performing State for 2003, 2001, 2000 and 1999 - Award for Excellence in Tourism. (For rapid growth, development and advancement in the tourism sector)
- Best Practices by a State Government, 2003
- Best Eco-tourism Product, 2003
- Best Wildlife Sanctuary, 2003
- Most Innovative Use of Information Technology, 2002-03
- Most Tourist-friendly International Airport, 2002
- Most Eco-friendly Destination, 2002
- Best Tourism Film, 2001
- Most Innovative Use of Information Technology, 2000-01
- Most Innovative Use of Information Technology, 2008-09
| | Outlook Traveller - TAAI | - Best State that promoted Travel & Tourism, 2000-2001
| | Federation of Indian Chambers of Commerce and Industry (FICCI) | - Award for Best Marketing, 2003
- Award for Best Use of IT in Tourism, 2004
| | Galileo - Express Travel & Tourism | - Award for the Best State Tourism Board, 2006
- Award for the Best State Tourism Board, 2005
- Award for the Best State Tourism Board, 2003
| | Net4 PC World | - Award for Best website in the tourism category, 2008
| | Indian Association of Tour Operators' (IATO) | - Award for the Best CDs, 2004
| | NDTV | - Business Leadership Award in Travel Category, 2007
| | CNBC Award | - Best Tourism Board, 2009
- Best Travel Destination 2009
- Best State Tourism Board - Kerala, 2007
- Best Travel Destination - Thekkady, 2007
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