Kerala Tourism has recently kick-started ‘Come Out and Play’ campaign to attract travellers from all corners of the world to the state during monsoon. Highlighting the campaign, Mr. P Bala Kiran, Director of Kerala Tourism said, “The state offers the 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 numerous more. Kerala Tourism has also been inviting travel enthusiasts to participate in #COMEOUTANDPLAY challenge.”
“The state had hosted a total of 6,142,190 tourist arrivals during monsoon season i.e. June-October 2017 with an increase of 506,623 travellers as compared to 5,635,567 tourist arrivals during monsoon season 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 routine 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 Television, Print/OOH campaign has been developed. In order to promote the campaign and woo travellers during summer holidays, Kerala Tourism has been utilizing various promotional tools in the best possible way. Besides TV and print campaign in the national markets, the campaign has been running in cinemas 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 & NCR, Madhya Pradesh, Uttar Pradesh, Gujarat, Punjab, Rajasthan and West Bengal.
