Kerala Tourism has chosen the virtual world to launch its path-breaking new ‘Great Backwaters’ campaign.
The campaign was launched on Twitter on October 21, unveiling the state’s majestic backwaters as a single destination and a once-in-a-lifetime experience such as the Great Wall of China or the Grand Canyon of the United States.
The fans of Kerala Tourism on Twitter (@KeralaTourism) have already welcomed the campaign’s launch by enthusiastically tweeting with the hashtag #GreatBackwaters.
“It is a tribute to the millions of travellers across the world who embrace technology everyday for knowing and visiting their favourite destinations,” Kerala Tourism Secretary Suman Billa said.
Kerala Tourism has set up a separate micro-site (www.greatbackwaters.com), in which a frontline image of the campaign is hidden.An aerial photograph of the backwaters under the campaign is revealed bit by bit with each tweet with the hashtag #GreatBackwaters. The entire image will be revealed once a considerable number of tweets with the hashtag appears.
Kerala Tourism is offering souvenirs of the state as prizes to two winners from the tweets every day.
The aerial photography for the ‘Great Backwaters’ campaign was conducted by an international team of experts led by Ville M J Hyvönen from Finland.The campaign was conceptualised and designed by Stark Communications. Remote controlled, helicopter-mounted cameras were used in the shooting of the backwaters from above.“Kerala Tourism has always been in the forefront in digitally promoting destinations in the state through new and innovative technology,” said Kerala Tourism Director S Harikishore.During the last monsoon, Kerala Tourism had launched a gesture-controlled website (http://when-it-rains.com/) showing images of rain captured by the department’s Facebook fans to showcase the imagery of the monsoon season.
Earlier, Kerala Tourism had become the first tourism board in the state to webcast a cultural event (theyyam performance) live for audiences around the world.The Twitter campaign will be replicated on Facebook. Kerala Tourism will also start a blogger outreach campaign.The social media campaign will also be extended to Kerala Tourism’s officialPinterest account asking people to create a backwater board on their Pinterest profile.The best backwater profile of boards not exceeding 10 photos will earn a free holiday in Kerala for its creator.The campaign’s launch on Twitter will be followed by its release in the traditional media bothnationally and internationally.
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