Kerala Tourism

ANALYSIS OF KERALA TOURISM CAMPAIGN

One of the campaigns that has always stayed close to my heart is the Kerala Tourism campaign. It belongs to the category of destination branding. Other examples can be Malaysia-Truly Asia and Amazing Thailand. Kerala was infact a pioneer in the place promotion. It was in 2000 that the promotional campaign adopted the tagline Gods Own Country. The state marketed extensively the attractions like lagoons, backwaters, hillstations, waterfalls, Western Ghats, boat races, Kathakali and Ayurveda.

Logo

It reperesents the beaches of keral.tht is the red(mud), blue(water) and yellow(sand) represents the color near the beaches

Strategy

To promote the location as business tourism and promote nature along wtith the international corporate tourism

Slogan

Gods own country- promoting nature

FIGURE: 7 P’s

FIGURE: CORE BRAND VALUE

SWOT ANALYSIS

Strength | 1. The campaign is known for its catchy slogan which has gained immense popularity.

2. The campaign has won several awards including the Das Golden Stradttor Award for Best Commercial, Pacific Asia Travel Association Award, Best Tourism Film Award etc.

3. The campaign has been able to achieve good visibility through various media.

4. Recently the campaign has also been involved in digital marketing. |

Weakness | 1. The campaign excessively relies on its tagline for its appeal and despite good advertising has limited brand recall

2.The campaign is not very popular outside India & hence limited international tourists |

Opportunity | 1.Kerala is naturally endowed to be a popular tourist destination, which the campaign can leverage upon.

2.The campaign can make use of the social media space for better visibility.3. With domestic tourism flourishing in India, the campaign has a larger pool of potential audience. |

Threats | 1. The campaign faces the threat of its shelf life expiring.

2.If the campaign does not innovate it will lose its...