Cool cabbie lends human touch to Tourism ad blitz

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New Delhi, Nov 12 (UNI) It was a windfall for 40-year-old driver Shahjahan, but how Lady Luck came to smile upon him is a human interest story forming the basic thread of a new promotion blitz being launched by Kerala Tourism.

Shajahan was the driver of a taxi hired by a couple from Holland, Marit Struitnburg and her husband, during their month-long stay in Kerala. Impressed by his helpful nature, impeccable manners and commitment to work, they gifted him an air-conditioned cab worth Rs 5.5 lakh at the end of their tour.

This is one of a few real life stories that Kerala Tourism is highlighting in its new advertisement campaign to highlight the fact that Kerala is not just a land of lakes, backwaters, beaches and natural beauty but about human relationships transcending barriers, Tourism Director D Suman told UNI here today.

More romantic is the story of a young couple - John and Nicola- who came to Bolghatty island resort all the way from Britain and solemnised their marriage in traditional Kerala "Pudavakoda" (in which the bride is given cloth by the bridegroom) style.

Notwithstanding the cost involved, they brought a huge contingent of nearly 100 guests from America, South Africa, New Zealand and the United Kingdom for the wedding ceremony. Bolghatty in Kochi was the couple's natural choice for the momentous event in their life because it had won their hearts during a previous visit.

The couple told Kerala tourism that they wanted to get married in "the most beautiful place on the earth." Corrine Mathieu from France had a different experience when she fell madly in love with Kerala's dance form "Mohiniyattam" during one of her visits. Now she is a regular visitor to the state, once in three months, to enrich her talent. She is also teaching Mohiniyattam in a French University.

Mr Suman said Kerala Tourism has got written agreements from all three for using their real-life stories for the ad campaign.

Buoyed by the all-time record arrival of foreign tourists this year, the Kerala Tourism is deviating from its generic campaign to a new path-breaking advertisement strategy highlighting the rich and diverse human element which enhances one's visit to "God's Own Country," he added.

The entire campaign material of Kerala Tourism had so far been loaded with its scenic beauty, backwaters and mesmerising hill stations.

In a major break, the new campaign, being launched next week, focuses on "people," he said.


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