Kerala Tourism has unveiled a new global brand campaign in Delhi on 19th February 2019 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 short film of three minutes summarizing 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.
Drawn from powerful human stories and set across five different terrains, this film is shot with a predominantly real-life cast and carefully strives to stay away from the trademark slickness of a typical commercial in its tone and treatment.
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.
“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,” said Kadakampally Surendran,Tourism Minister of Kerala
“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, the minister further stated.
Rani George, Tourism Secretary of 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. The new campaign connecting human life and nature together is a major step forward and will act as a strong and powerful message to provoke new thoughts in the minds of travelling world,” said Rani George.
While talking about the new campaign P Bala Kiran, Director of Kerala Tourism, said that the new campaign theme and the films captured the true spirit of God’s own Country.
“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,” said the Director.
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.
Watch the video shared by Kerala Tourism in their twitter:
Drawn from powerful human stories and set across five different terrains, this film is shot with a predominantly real-life cast and carefully strives to stay away from the trademark slickness of a typical commercial in its tone and treatment. #HumanByNaturepic.twitter.com/o7XodBz7Ud
