Kerala Tourism to launch new campaign to project backwaters

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Trivandrum: Kerala Tourism is set to launch a new global campaign to catapult the State’s majestic backwaters into the league of the Grand Canyon and the Great Wall of China as a once-in-a-lifetime experience.

Voted ahead of the Taj Mahal in a National Geographic Traveller survey of top Indian tourism destinations, the backwaters of Kerala are to be unveiled as a self-contained experience in the new campaign shot using advanced aerial photography techniques.

A high profile ad blitz in the national and international media as well as the social network are the highlights of the ‘Great Backwaters’ campaign that will have its inaugural run later this month. The Great Backwaters campaign features the first of its kind, high quality aerial photographs of the backwaters. It is also one among the largest aerial still photography projects ever undertaken in Kerala.

State Tourism Minister Shri A P Anilkumar said, “The backwaters of Kerala are not about houseboats alone. It is about discovering a fascinating water world unlike any other on our planet.

The‘Great Backwaters’ campaign is expected to significantly increase the number of both foreign and domestic visitors to Kerala, boosting the State’s development while bringing in valuable foreign exchange to the country.

The unique images of the backwaters were captured for the domestic and international campaign by advanced cameras secured in a highly sophisticated and custom designed eight-rotor helicam. The print campaign will begin to appear in international and national magazines by the beginning of November.

Suman Billa IAS, Secretary, Kerala Tourism said, “Kerala is blessed with 44 rivers and a network of canals and lakes stretching from one end of the state to the other. Whether it is the canal networks, floating markets, houseboats, snake boat races or a whole way of life that thrives around water, this is a miracle of nature that will captivate the world.”

The 25-member crew which shot across the backwaters was led by renowned aerial photographer Ville MJ Hyvönen from Finland and Shelton Pinheiro, Creative Director of Stark Communications.

The Great Backwaters campaign will include digital marketing activities which will also see the launch of a separate micro-site greatbackwaters.com.

Kerala Biz News

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