The Hindu : Kerala / Thiruvananthapuram News : Kerala Tourism to launch experience-based campaign

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Sunday, Nov 12, 2006
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Kerala

Kerala - Thiruvananthapuram

Kerala Tourism to launch experience-based campaign

S. Anil Radhakrishnan

Aimed at tourists who are concerned about the destination, quality

Thiruvananthapuram: Kerala Tourism is all set to launch a new campaign projecting the State as an "experience that will totally transform life of a traveller" and how "God's Own Country works on you" as part of the focus on responsible tourism.

The campaign, to be launched on November 17, will focus on how the State reaches out to visitors and transforms their lives. It is aimed at tourists who are conscious of quality and concerned about the destination, society and the environment they are holidaying in, Director of Kerala Tourism B. Suman told The Hindu .

The culture and heritage, spirituality, rejuvenation and well-being, among other things, are highlighted. Five stories of visitors whose lives have been transformed after holidaying in the State figure in the campaign.

True stories

The stories featured include that of John and Nicola from the United Kingdom who arrived in Kerala for a holiday and got married in Hindu style at the Bolghatty Palace in Kochi, Corinne Matchou from France, exponent of Mohiniyattom, who began to learn the classical dance form after watching a recital and the Swiss lady who gifted a taxi to a driver, Shajahan. Dianne Jenett who saw Attukal Pongala and later took a doctorate in the subject and Seresa Malamati and her husband, John Roban, from Greece, who regained health after an Ayurvedic therapy figure in the list.

Mr. Suman said the campaign would briefly tell about how the lives of these persons have been transformed. Those interested in reading the full stories should log on to the official web site of Kerala Tourism.

A message board is to be created on the homepage of the web site so that visitors can write about their personal experiences. In the next couple of years, Mr. Suman said, it would be used as a creative database.

Beautiful visuals, human element and interactivity will be the unique features. The campaign in English will be on for the next couple of years in the print media. The campaign in English will commence in the international media by the year-end.

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