Taxis on the streets of Dubai will soon display images of beautiful landscapes and art forms of ‘God’s own country’ to draw Arab tourists to Kerala.
The ‘Kerala-branded taxis’ are part of a promotional campaign to be launched by Kerala Tourism with an aim to increase tourist footfalls during the lean months from June to August, when the monsoon will be an added attraction.
The campaign, on the lines of the highly successful branding earlier done in London taxis and the Mumbai Metro, will run for a month on 100 red-top and 100 yellow/green-top cabs.
During the U.K. campaign, cabs were wrapped in colourful visuals of the famed backwaters, houseboats, wildlife, ayurvedha treatments and traditional dances.
The government has given the administrative sanction for a budget of Rs. 60 lakh for Kerala Tourism’s marketing strategy.
The campaign, which has got the nod of the Election Commission, is likely to be launched by the middle of this month or from June, when it is sizzling hot in the Middle East, official sources told The Hindu .
Kerala Tourism has also decided to put up translights in three airports in Saudi Arabia and one airport in the Sultanate of Oman. Advertisements with translights — large illuminated film backing — will be put up for one month at vantage points in Jeddah, Dammam, Riyadh and Salalah airports at a cost of Rs. 94 lakh.
TV campaignIn addition, advertisements of Kerala Tourism will be aired in English on BBC World and in Arabic on Al Jazeera TV to promote the destination among families in the Middle East.
The advertisements, to be aired during prime time, will incur a cost of Rs. 1.20 crore.
The aggressive marketing strategy that also includes a campaign in print media comes close on the heels of Kerala’s participation in the Arabian Travel Market in Dubai.
The growth in foreign tourist arrivals came down to 5.86 per cent in 2015 from 7.60 per cent in 2014.
