Kerala Tourism’s ad strikes Gold at IAA Olive Crown Awards


Trivandrum: Kerala Tourism’s print campaign on World Tourism Day last year that encouraged travellers to save precious rain forests through their simple and conscious actions has won the prestigious Olive Crown Award for communicating sustainability.

Designed by Kerala Tourism’s creative agency, Stark Communications, the print advertisement on September 27 last year showing how a simple act like postponing a hotel laundry can help sustain rain forests, won the only Gold Award in the Press Services category.

The Olive Crown Awards, given away by the India chapter of the International Advertising Association (IAA), recognises excellence in communicating sustainability. The awards for this year were presented on Monday in Mumbai. Stark Communications Associate Creative Director, Ajith Gopinath, received the award from Piyush Pandey, one of the most admired names in Indian advertising today and Shri Praful Patel, Union Minister for Heavy Industries & Public Enterprises, who was the Chief Guest at the awards ceremony.

The Kerala Tourism print ad showing the state’s pristine hills and forests on an imaginary towel as the green turf with a message, “A simple act can wipe away more than you can imagine,” reminded travellers to remember “to put our simple acts together, every time we travel”.

Kerala Tourism Secretary Suman Billa said the travel and tourism sector in the state stood hand in hand with the millions of visitors in promoting and implementing sustainable tourism initiatives. “We firmly believe in the partnership between travellers and the trade in Kerala towards conserving and preserving our nature,” he said, adding it takes only simple actions by travellers to show that they care for nature.

The State Tourism Department had won the National Award for the Best Rural Tourism Project for Kumarakom’s Responsible Tourism model last month for successfully linking local community with the hospitality sector for an eco-friendly tourism.

“Sustainability is at the centre of Kerala’s tourism development model,” said Kerala Tourism Director Rani George. “We have been sensitising the tourism trade and travellers to the need for conserving Kerala’s natural wealth and will strengthen our efforts in that direction.”

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