Conceived by Stark Communications, the Brand Agency of Kerala Tourism and directed by acclaimed film-maker, Prakash Varma, of Vodafone Zoo Zoo ad fame, this new highly evolved campaign aims to make Kerala a 'must visit" destination for travellers around the world and experience its exquisite brilliance and top-rate hospitality, Kerala Tourism said in a press statement.
Expressing pride in being involved in the global publicity campaign for the "highly acclaimed" tourist destination, Mr Varma said, “This film is really going to have everyone talking about the destination. It is surreal and communicates the languid beauty, the rawness, and the sensual and spiritual flow of the land in a stirring and moving way."
The film boosts of being better than product-specific campaigns associated with tourism boards.
Following the premiere in London, the campaign will hit cinemas in the UK screening of 'Eat Pray Love". The Julia Roberts-starrer is based on the real life story of how an American divorcee and writer Liz Gilbert spent a year travelling in Italy, India and Bali in search of spiritual fulfillment.
After London, Kerala Tourism campaign will also roll out in other major markets in Europe, including Germany, France, Italy, Spain, the Netherlands, Belgium and Switzerland.
This global publicity campaign comes as Kerala Tourism rides on the high wave of honours. Recently the southern state was adjudged the 'most preferred destination" in India at the CNBC Awaaz Awards 2010. Kerala Tourism also pocketed the Best Tourism Board award.
The National Geographic Traveller not only listed the placid backwaters of Kerala as one of the 133 'World"s Greatest Places", the Traveller in 2008 voted Kerala as 'One of the Ten Paradises in the World".