World premiere of Kerala Tourism film in London TuesdayBy IANS
Saturday, September 18, 2010
THIRUVANANTHAPURAM - Kerala Tourism will launch its global advertising campaign, “Your Moment Is Waiting”, at a red carpet event Tuesday (Sep 21) at the Saatchi Gallery in London to a select gathering of glitterati, literati and business leaders.
Conceived by Stark Communications, the brand agency of Kerala Tourism, and directed by Prakash Varma, the campaign aims to make Kerala a must visit destination for travellers around the world.
The campaign, filmed in key locations in and around Thekkady, Alappuzha, Munnar, Thalassery and Kannur in northern Kerala, features upcoming model Miriam Ilorah.
Kerala Tourism Secretary V.Venu said the campaign was unlike any other tourism campaign.
“The film is cinematic in style, sophisticated and highly emotive. It is not the traditional slide-show of pretty pictures of places and people. We are reaching out to our global target audience of experience seekers. We know that the film will resonate and influence how they think about Kerala as a holiday destination,” said Venu.
The campaign would run in all of Kerala Tourism’s major markets around the world from October 2010 until mid-2011. ” ‘Your Moment is Waiting” will hit video sharing website YouTube in the UK, France and Germany, targeting nearly 50 million viewers,” Venu said.
“The UK being our main source market, Kerala attracts a lot of travelers from that country, and we feel that it would make great sense to reach out to this loyal and growing market by premiering the film in London,” added Venu.
Chairman of Stark Communications T.K. Harshan said, “The film goes far beyond the realm of a commercial to capture the soul of Kerala.”
Kerala’s growth in tourism has been phenomenal and dramatic. A decade ago, this small southern state, though awash with scenic grandeur, was virtually unknown in the international tourism scene. Today, it is a globally acclaimed tourist destination, voted as “One of the Ten Paradises in the World” by the National Geographic Traveller in 2000.