Thiruvananthapuram: The department of Kerala tourism has launched a unique campaign by avoiding film stars as brand ambassadors. Hailing the fishermen who turned saviours during the floods, the department introduced them as brand ambassadors of Kerala tourism.
An advertisement of Kerala tourism featured the fishermen community. The advertisement titled ‘Human By Nature’ is a global campaign launched to attract foreign tourists.
New York based popular photographer Joey L has captured the beautiful visuals of Kerala. The three minutes long advertisement featured Kerala culture and the beautiful landscape in a unique way.
The ad film shared on the Facebook page of Kerala tourism recieved wide appreciation from all.
“To find magic in the everyday and eternity in the ordinary”. At a time when the world is exploring what it means to be human, Kerala Tourism portrays the real, yet fascinating interplay of humans and nature in a land known for its open, inclusive way of life. Drawn from powerful human stories, the film is shot with a predominantly real-life cast. Set across five different terrains, the film carefully strives to stay away from the trademark slickness of a typical commercial in its tone and treatment,” captioned the video.
Actress and dancer Sobhana released the advertisement in an official ceremony held at New Delhi. Tourism minister Kadakampally Surendran inaugurated the global campaign.
Star Communications, which has been the brand agency of Kerala has produced the advertisement. Vivek Thomas has directed the ad film. It featured the beautiful visuals of Kumarakam, Alappuzha, Arthunkal, Chellanam, Fort Kochi, Munambam, Wayanad, Kannur and Taliparamba.
The global tourism campaign aims to attract tourists from US, Britain, European countries and Gulf countries.
In 2018, the state had an income of Rs 36,528 crore from tourism sector. It was examined that compared to 2017, the income was increased by Rs 2,874 crore in 2018. It is reported that 1.67 crore tourists visited Kerala in last year.