Kerala tourism is all set to promote its ‘Human by Nature’ campaign in 2019 ICC Cricket World Cup. The campaign is aimed at specifically targeting the United Kingdom cricket fans stuck to their televisions. A 12-day campaign celebrates people and will be aired on Sky Sports – a prominent sports television brand.
“The campaign is a three-minute short film, summarizing the inclusiveness, peace, harmony and overall way of life in Kerala. It will be telecasted during the nine league matches, the semi-finals, and the finals”, said P. Bala Kiran, Director of Kerala Tourism.
“United Kingdom, the biggest source market for Kerala Tourism over the years, has become the first country to touch the two-lakh mark in terms of arrival of foreign tourists in 2018. We want to increase it further and the ICC World Cup is the perfect platform to promote the destination,” stated P. Bala Krishan.
Director also claimed that the ‘Human by Nature’ campaign had already been seen by 40 million in three months. Kerala tourism has decided to use it to brand the state as a prominent tourist destination during this world cup. He also stated, “The English audience is being targeted through this campaign and the Working Group on Tourism has cleared the drive that will cost around ₹1 crore.”
The United Kingdom shares 18.36% of the total foreign tourists arrived in Kerala in 2019. The number of tourists arrived in Kerala in 2019 were 2,01,258 despite the Nipah virus and flood troubles compared to 1,80,975 in 2017.
Kerala always continues to inspire when it comes to market tourism. It came up with ‘Come Out and Play’ Campaign during 2018 FIFA World Cup held in Russia.
Last modified: June 4, 2019