A destination like Kerala in the current scenario constantly needs well thought out, meticulously planned and well executed promotional campaigns that can effectively reach the desired target audience. In this context, after witnessing the launch of 'Go Kerala' rail campaign in New Delhi recently, I felt that the initiative was a well timed one and an excellent one in terms of novelty and creative efforts required for a successful promotional campaign.
The rail campaign literally turned out as a trendsetter, if one is to take into account the response that followed after its launch from different quarters. The Union Minister for Tourism, Kumari Selja, who jointly inaugurated the rail campaign with me, termed it as an 'exciting' move by Kerala Tourism, which constantly sets benchmarks of its own in promotional campaigns.
The rail campaign also known as 'Chalo Kerala' in Hindi has the exteriors of the coaches of Nizamuddin-Thiruvananthapuram Rajadhani Express adorned with captivating vinyl graphics, depicting the state's soulful natural beauty, serene beaches, emerald backwaters, lush hill stations, exotic wildlife, coconut trees, houseboats, boat race and enchanting art forms.
Kerala is the first tourism destination in India to use train branding to promote the state among domestic travellers. It will be one of the most visible and high impact campaigns ever undertaken by Kerala Tourism. I am confident that this unique marketing activity will showcase Kerala and attract more and more Indian travellers to Kerala.
We have consciously given more significance to invite the attention of domestic tourists of late. And this year, we would be giving more, space, time and efforts to have our campaigns tailor-made to increase the presence of domestic tourists in Kerala. This was a move initiated following the recommendation of the specially appointed committee of Kerala Tourism to take stock of the situation resulting from the decrease in number of foreign tourists as a result of global financial melt in recent times. Being the case, we are spending almost 60 per cent of our funds into promotional campaigns aimed at domestic tourists, which was not the case in previous years.
We conducted partnership meets with travel and tour operators from 12 different parts of India and based on those deliberations, we have worked out the ongoing promotional campaigns and would give shape to those in future based on more inputs from potential domestic markets. Last year, around 75 lakh domestic tourists visited Kerala. In the current year, we expect an increase of 10 per cent. By anticipating such an increase, we are also keen to have the domestic tourists to enjoy Kerala at affordable rates and also in a safe and secure manner for which efforts are already on.
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