After riding a wave of recent accolades for its stunning backwaters, pristine beaches and serene countryside, Kerala Tourism has launched a high voltage iPhone and iPad publicity blitz to stamp its status as one of the top tourist destinations in the world.
Kerala Tourism has kicked off its latest global iPhone and iPad advertising campaign in London to coincide with the world premiere of its new tourism video. The high-profile campaign will be focused on UK, France, Germany & US markets in its first phase.
Conceived by MobME Wireless, the Mobile Governance Partner for Government of Kerala, the Tourism Board will promote their new video with a robust and engaging digital media advertising campaign. The Board is using AdMob’s highly engaging Interactive Video ads on iPhone & Click-to-Play ads on iPad to drive viewership for the new video. The Board has also built the social connect in the campaign through clickable Action Buttons that linked directly to Kerala Tourism’s Facebook, Twitter & Youtube pages.
Mahesh Narayanan, Country Manager, BD Google India said, “Mobile is the perfect Platform for targeting an international audience & Kerala Tourism is the first Tourism Board globally to leverage this unique opportunity. It is one of the few brands that thinks out of the box and extensively uses the Digital Medium to promote Kerala as a must see destination to the world. AdMob is immensely proud to partner with Kerala Tourism for the iPhone & iPad campaign.”
“iPhones and iPads have created a global mass following and the users are high end consumers. Kerala Tourism has realized the potential to reach out directly to its consumers in a big way and with a personal touch. This was the single reason why we decided to go in for a high voltage digital media campaign focusing exclusively on these new age devices”, said Sivasankar, Director, Kerala Tourism.
The campaign is expected to generate upwards of 2.5 Million Video views during the 1 week period.
Google has showcased this unique mobile marketing campaign on its official Google Mobile Blog.
In 2009, the Kerala Tourism had launched an innovative mobile campaign to showcase unseen destination in Kerala through a Mobile WAP campaign on AdMob. The campaign was a huge success with more than 12.5 Million ad impressions.
Kerala’s growth in tourism has been phenomenal and dramatic. A decade ago, this small southern state in India, though awash with scenic grandeur, was virtually unknown in the international scene. Today, it is a globally acclaimed tourist destination. It was voted as ‘One of the Ten Paradises in the World’ by the National Geographic Traveler in 2000. Last month, subscribers of the online travel portal SmartTravelAsia.com voted Kerala ahead of Phuket and Bali as Asia’s best destination.
Early this week, the state was adjudged the ‘Most preferred destination’ in India at the CNBC Awaaz Awards 2010 while Kerala Tourism walked away with the Best Tourism Board award. Last year, Kerala’s backwaters even upstaged the Taj Mahal, Goa’s beaches and Rajasthan’s forts as India’s top tourist destination.