Kerala Tourism rolls out #ComeOutAndPlay campaign to entice tourists during the monsoon season

June 2018: In a bid to entice travelers during the monsoon season, Kerala Tourism is rolling out a variety of campaigns. The department is to accord prominence to its Monsoon Tourism campaigns considering the possibility of attracting more travellers who would wish to enjoy the rains in the state.

Kerala hadgarnered Rs 8392.11-crore revenues from the 10,91870 foreign tourists whovisited Kerala last year. Over the past few years, Kerala had received around70,000 of Saudi tourists during the monsoon season. Tourists from Arabcountries visit Kerala to experience the rains, ayurveda, medical treatmentsand to spend their vacations. 

The departmenthas further expanded the promotion activities by way of Mall Branding and TaxiBranding in these regions.  In the East Asian countries like Singapore andMalaysia, promotional activities including Out of Home and Airport MallBranding have also been done. 

The report,which talks about the culture, heritage and traditional cuisine of Kerala, alsomentions the authentic ayurvedic treatments available in the state. Thisrecognition becomes an add-on to the state’s tourism promotions. 

Followingits robust promotional campaign, Kerala Tourism has recently kick-started ‘ComeOut and Play’ campaign to attract travellers from all corners of the world tothe state during monsoon. Highlighting the campaign, Mr. P Bala Kiran,Director of Kerala Tourism said“The state offers the vacationersa chance to rediscover nature, rekindle relationships, and reconnect with lifeby indulging into various activities such as trekking, ayurvedic massage, riverrafting and numerous more. Kerala Tourism has also been inviting travelenthusiasts to participate in #COMEOUTANDPLAY challenge.” 

“Thestate had hosted a total of 6,142,190 tourist arrivals during monsoon seasoni.e. June-October 2017 with an increase of 506,623 travellers as compared to5,635,567 tourist arrivals during monsoon season in 2016”, he further added.  

The mainobjective of the campaign is to divest vacationers of their 'career selves',their 'formal adultness' and their preoccupation with devices, careers and theroutine of everyday life. The campaign idea mainly focuses on ‘PLAY’ in thecontext of families and in-turn it reconnects the families. Based on this ideaa Television, Print/OOH campaign has been developed. In order to promote thecampaign and woo travellers during summer holidays, Kerala Tourism has beenutilizing various promotional tools in the best possible way. Besides TV andprint campaign in the national markets, the campaign has been running incinemas across the target markets along with radio and digital campaign. 

With thisambitious campaign, Kerala Tourism aims to target tourists from the potentialdomestic markets, including Tamil Nadu, Karnataka, Andhra Pradesh, Maharashtra,Delhi & NCR, Madhya Pradesh, Uttar Pradesh, Gujarat, Punjab, Rajasthan andWest Bengal. 

Willingparticipants would need to engage in any outdoor activity like hopping on oneleg, slow cycling and crossing a log bridge and post the same on social mediawith #ComeOutandPlay. ​Lucky winners would be rewarded fabulous Come Out andPlay merchandise. For further information on ‘Come Out and Play’ campaign,please CLICK HERE


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