Kerala Tourism campaign using new-age devices, Your moment is waiting, Newsbytes, Newsletter, India

KERALA TOURISM NEWSLETTER

ISSUE: 207

NOVEMBER 2010

Kerala Tourism campaign using new-age devices

To augment its efforts in getting popular as a major tourist destination in India, Kerala Tourism has introduced a high-level campaign using new-age devices like iPhone and iPad. The first phase of this campaign was used for the publicity of the new Kerala Tourism movie; Your Moment is Waiting, in the UK, France, Germany and US markets. iPhone and iPad users in these countries while typing 'travel' during the search will be taken to the new Kerala Tourism movie.

The three-minute - Your Moment is Waiting film has been broken into 25 second capsules to present different facets of Kerala to the viewers. The users will be able to share the campaign video content with their friends and can also link the video to social networking sites like Facebook and Twitter.

"Kerala Tourism has become the first tourism brand in the whole world to focus on an exclusive campaign for iPhone and iPad users. Over 2.5 million video views were targeted in a period of one week and it has been an instant hit as the feedback shows," said Dr. Venu V., Secretary, Kerala Tourism. The YouTube hits of the movie had crossed 1.38 lakhs on September 28, of which 47 per cent was through podcast.

Last year, Kerala Tourism launched an innovative mobile campaign to showcase unseen destinations in Kerala through a Mobile WAP campaign. The campaign was a success with more than 12.5 million ad impressions, said Mr. M. Sivasankar, Director, Kerala Tourism.