Kerala Tourism’s global blogger initiative wins ABBY Award


Trivandrum: Kerala Blog Express, Kerala Tourism’s pioneering blogger outreach programme, has bagged the much coveted ABBY award in the Social Media (Outreach) category. Conceived by Stark Communications, Kerala Tourism’s creative and brand management agency, Kerala Blog Express (KBE) 3.0 beat out campaigns from a competitive pool.

The accolade augments the destination pull created by on-the-road stories from the bloggers, who are considered the last word in global travel and carefully chosen for the trip on the basis of their nationality, blog quality, popularity, followers and social media reach, as they experienced a unique opportunity to explore and expound on Kerala’s many attractions.

The third edition of the initiative, which saw 30 influential bloggers from 25 countries set out on a fortnight coach trip across Kerala to soak in the state’s culture and heritage. From February 15-29, the select group – among whom were travel, lifestyle and food bloggers, photographers and Vloggers – covered more than 2,300 km across the State from Thiruvananthapuram to Wayanad in a specially branded luxury coach.

Besides experiencing such iconic Kerala offerings as backwater cruises in Alapuzha, houseboat stays, Kathakali performances, Ayurvedic spa massages and picturesque sojourns in Thekkady and Munnar, among others, the bloggers discovered the simple charms of eating with their hands at sadyas and the pleasures of village life.

Though most of the bloggers were first-time visitors to India, over the course of two weeks immersed in the native traditions, scenic vistas and friendly people of God’s Own Country, they have become de facto ambassadors of Kerala – sharing and spreading their experiences on their platforms and channels, recommending the state as a choice destination to their followers and even acting as travel agents to prospective travellers.

Over its run, the KBE has been featured in over 500 blog articles globally. With over 24,000 tweets, the KBE’s Twitter page has a reach of six million – the first two editions of the KBE had about 200,000 and 500,000 impressions respectively on the micro-blogging site. More than 5,000 pictures have been shared via Instagram. The initiative’s Facebook album has received more than 28,000 likes while the official website of has over eight lakh views.

Kerala Biz News


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