Showcasing God’s Own Country as a leading destination for wellness and cultural experiences, Kerala Tourism’s ‘Your Moment is Waiting’ destination film is to woo the global market to make the state a ‘must visit’ destination for travellers.
The world premier of the film being launched as part of the global campaign is to take place at Saatchi Gallery, London on September 21 to a select audience of glitterati, literati and business leaders.
Featuring upcoming international model Miriam Ilorah, ‘Your Moment is Waiting’ takes one “through the land, raw and refined, sensual and spiritual, flowing slowly, languorously, stirring memory with desire, the real with the surreal”. It is filmed in key locations in and around Thekkady, Alappuzha, Munnar, Thalassery and Kannur in northern Kerala.
“The film is cinematic in style, is sophisticated and highly emotive. It is not the traditional slide-show of pretty pictures of places and people”, says Secretary, Tourism, V. Venu. The campaign will clearly help to outperform many of its competitors in a very tough global marketplace. “We are reaching out to Experience Seekers. We know that the film will resonate and influence how they think about Kerala as a holiday destination”, he said.
Besides being our main source market, Dr. Venu said Kerala attracts a lot of repeat travellers from the U.K., and it would make great sense to reach out to this loyal and growing market, by premiering the film in London.
The film was conceived by Stark Communications, the brand agency for Kerala Tourism, and directed by renowned director Prakash Varma.
“Kerala Tourism is a superbrand in India and it is continually reinventing itself with innovative ideas and ambitious projects. With this global launch in London, it has once again elevated the bar by being the first destination board to launch its campaign offshore,” he commented.
The film is part of an integrated campaign, kicking off in the U.K. incorporating advertising, public relations activity and social media components. In what is deemed to be another first for a destination board, Kerala Tourism is also targeting iPad users with an in-application advertising campaign.
The U.K. is the largest source market for Kerala Tourism and the State’s nature-based experiences are a huge draw for British travellers seeking more intimate, village experiences. Baby boomers who are getting more interested in their health are also attracted to ayurveda in Kerala.
The campaign would run in all of Kerala Tourism’s major markets around the world from October 2010 until mid 2011. ‘Your Moment is Waiting’ will hit Youtube in the U.K., France and Germany targeting nearly 50 million viewers. The campaign will run in cinemas across the U.K. and CNN in Europe targeting viewers in the key source markets of Germany, France, Italy, Spain, the Netherlands, Switzerland and Belgium.