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Tuesday, 19 February, 2019, 00 : 06 AM [IST]

Kerala Tourism launches new global brand campaign by bringing People and Nature together

New Global campaign – Human by Nature – shifts focus from Landscape to Humanscape
Kerala Tourism has unveiled their new global brand campaign in Delhi today to replace the nine-year-old brand campaign – Your Moment is Waiting. The new campaign – Human by Nature – celebrates both people and nature equally in a seamless fashion.  

Kerala Tourism has premiered a sleek film of three minutes encapsulating the way of life of the people, the inclusiveness, peace and harmony, and also rolled out snapshots capturing the vivid aspects of life, culture and nature during the launch of the campaign. 

The three-minute sleek film is conceived and scripted by Stark Communications and Directed by Vivek Thomas of Miramar Films and the snapshots were shot by renowned Canadian photographer based in New York, Joey Lawrence.  

Unveiling the global campaign – Human by Nature – Kadakampally Surendran, Tourism Minister of Kerala said that “it is a pioneering move” on the part of Kerala Tourism to use ordinary local people like fishermen, boatmen, school children, etc. as heroes when destinations are running after celebrities and brand ambassadors for endorsements.  

“Kerala Tourism has always taken the less travelled route, be it products, marketing strategies or promotion tools,” he added. The modern travellers are “experience seekers” and “authenticity” is quite important. Therefore, the new campaign stresses a lot on authentic experiences than mere products, he stated. 

Rani George, Secretary – Tourism, Kerala explained how brand campaigns evolved over the last two decades inviting visitors to its shores. Some of the campaigns like Responsible Tourism won numerous accolades for the destination, she said. The new campaign connecting human life and nature together is a major step forward, she said, and will act as a strong and powerful message to provoke new thoughts in the minds of travelling world.

 In his remarks, P Bala Kiran, Director – Tourism, Kerala said that the new campaign theme and the films captured the true spirit of God’s own Country. He said that instead of celebrating the numbers of national and international travellers visiting the State, the attempt has been to celebrate the human life, nature, culture and heritage of the State. 

The campaign will run in Kerala Tourism’s key markets such as USA, UK, Gulf countries, Germany, Gulf countries, France, Italy, Sweden, the Netherlands, Switzerland and Belgium.
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