DRThiruvananthapuram: In a bid to entice travellers during the monsoon season, Kerala Tourism has rolled out a quirky campaign titled ‘Come Out and Play’. Kerala had garnered Rs. 8392.11-crore from the 10,91, 870 foreign tourists who visited the State last year. Over the past few years, Kerala had received around 70,000 of Saudi tourists during the monsoon season. Tourists from Arab countries visit the State to experience the rains, Ayurveda and medical treatments.
The Tourism Department has further expanded the promotion activities by way of Mall Branding and Taxi Branding in these regions. In the East Asian countries like Singapore and Malaysia, promotional activities including ‘Out of Home’ and Airport Mall Branding have also been done.
Highlighting the campaign, P BalaKiran, Director, Kerala Tourism, said, “The State offers vacationers a chance to rediscover nature, rekindle relationships, and reconnect with life by indulging into various activities such as trekking, ayurvedic massage, river rafting and more. Kerala Tourism has also been inviting travel enthusiasts to participate in #ComeOutandPlay challenge.”
“The state had recorded a total of 6,142,190 tourist arrivals during the monsoon season (June-October) in 2017 with an increase of 5,06,623 travellers as compared to 5,635,567 tourist arrivals for the same period in 2016,” he further added.
The main objective of the campaign is to divest vacationers of their ‘career selves’, their ‘formal adultness’ and their preoccupation with devices, careers and the rigmarole of everyday life. The campaign idea mainly focuses on ‘PLAY’ in the context of families and in-turn it reconnects the families. Based on this idea, a TV, Print/OOH campaign has been developed. Besides TV and print campaign in the national markets, the campaign has been running in cinema halls across the target markets along with radio and digital campaign.
With this ambitious campaign, Kerala Tourism aims to target tourists from the potential domestic markets, including Tamil Nadu, Karnataka, Andhra Pradesh, Maharashtra, Delhi and NCR, Madhya Pradesh, Uttar Pradesh, Gujarat, Punjab, Rajasthan and West Bengal.
