Kerala Tourism has chalked out an aggressive Rs.6-crore campaign to make the destination and its unique tourism products popular among holidayers during the ongoing Visit Kerala Year.
The State’s presence will be felt in the Dubai, Dammam, and Riyadh airports in Saudi Arabia with the government clearing a Rs.1.42-crore proposal to install translites at the three airports. Official sources said on Monday that this was aimed at the native Arab population and tapping outbound travellers of West Asia, which is expected to be 35 million in 2020.
In addition to this, Kerala Tourism will launch a Rs.1.60-crore television campaign in West Asia. The government nod is on the basis of the approval from the Tourism Working Group on Plan schemes that met recently.
Airport translites will also be installed in the Mumbai, Delhi, and Bengaluru airports at a cost of Rs.95 lakh as per the advice of the State Tourism Committee.
The translites are to come up in the T3 Departure check-in hall of the Delhi airport, T1 departure security hold area of the Mumbai airport, and domestic departure check-in hall in the Bengalaru airport. Work orders have already been placed, the official said.
Kolkata is the only city in the country where trams continue to operate. Soon, the tourism products and images of Kerala will be featured on the tram.
The branding on the lines of the highly successful wrapping Delhi-bound Rajadhani and Mumbai Metro is at a cost of Rs.16 lakh.
The FM radio stations in the cities of Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Pune, Ahmedabad, Surat, Nagpur, and Kolkata will start promoting Kerala. Under the Rs.50-lakh campaign, Disc Jockeys of these FM radio stations will come down to Kerala to experience the State and its tourism products. Later, they will share their experience with the audience.
Under a Rs.48-lakh national PR campaign, foreign journalists based in the country will be invited to visit the State and write about the destination.
A food critic from a top TV channel will get the opportunity to host a show on Kerala culinary delights, Spice route, village life experience, and adventure tourism and a photography icon will also work in Kerala.
Roadshows
Roadshows will be held in 17 cities within the country to showcase the destination and tourism products. The roadshows in Tier-II cities of Mysuru, Gurgaon, Chandigarh, Jalandhar, Udaipur, Varnasi, Goa, Surat, and Ahmedabad will be held during July and September.
The roadshows in the metros will be during January-March period in 2016.
