.png "How Kerala became God's Own Country") |
| How Kerala became God's Own Country |
Indian families were breaking free from the constraints of a traditional holiday that required visiting relatives or returning to their "hometown" at the time. At the same time, a substantial part of Indians benefited from the booming economy and increased wealth in the hands of the average Indian. Indians now had some additional cash, but more crucially, the mindset to reward themselves.
Stories have a lot of influence. In
addition to being simple to recall and share, they also foster empathy. Through
the "God's Own Country" campaign, Kerala Tourism used a story to
connect the state with a symbolic and emotional experience.
History Behind Kerala Tourism’s Campaign of “God’s Own Country”
Legend has it that the first incarnation of Lord Vishnu, Matsya Avatar, and Manu, the first man on earth and progenitor of humanity, were set in Kerala, establishing its status as the land of God. This status was reinforced when Marthanda Varma, the then-ruler of Travancore (now known as Kerala), decided to devote his country and kingdom to the prevailing deity, Lord Vishnu and stated that he would now only operate as a caretaker in 1739. The campaign gained legitimacy by preserving history while raising awareness of current events.
5 Things that made Kerala Tourism Campaign a classic destination marketing
The Product
Backwaters, mountains, and beaches
are highlighted for their natural beauty. The state also benefited from other
things like culture, cuisine, and, most significantly, Ayurveda.
Go to Market
The state was able to energize and include all of its stakeholders. In general, getting the bureaucracy, particularly in India, to cut through the red tape and align various departments into one page, as well as getting all hotels, restaurants, transportation hubs, and so on, to join in and completely engage, is a challenging feat.
Marketing Strategy
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| Kerala Tourism's Ad in Times Square |
Kerala Tourism had made a lot of information available to tour companies. This helped them feel more at ease, resulting in more recommendations. (Remember this was before the internet explosion). They concentrated primarily on ensuring that perception and reality were in harmony, which is critical for tourism marketing.
Communication Strategy
Their communication strategy was excellent: stunning ads with stunning visuals were splashed throughout television, newspapers, magazines, and internet media. Kerala was even named one of the top 10 paradises on the planet by National Geographic and one of the top 50 tourist destinations in the globe. When Lonely Planet proclaimed Kerala a true paradise on earth, there was no turning back.
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| A still from 'Your Moment is Wating' ad |
Kerala Tourism's international campaign, 'Your Moment is Waiting' was a film that went well beyond the domain of a commercial to capture the soul of Kerala in a way that no other destination had done before.
Stakeholder Management
Stakeholder management was essential to the project's success because making extravagant claims about a destination needed a lot of work. Amitabh Kant, the Tourism Head who oversaw this campaign, got the project to cut through the clutter like the sleek Kerala racing catamaran in their renowned boat races. The typical tourist destinations in India were Goa, Rajasthan, or Agra, but Kerala, with its distinctive approach to tourism, had become a success story.
The secret sauce used by Kerala Tourism was well-being, which was brought about by Ayurveda and has since become synonymous with Kerala. This drew a lot of tourists. Kerala Tourism, which has received numerous honors and has served as an inspiration to other Indian and international tourism boards, has lately launched a new campaign, 'A Change of Air' to tempt travelers once more, especially after the downturn in tourism due to the pandemic.
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