Kerala ‘Great Backwaters’ campaign wins tourism ‘Oscar’

Monday, March 10th, 2014

Kerala Tourism has received the top honors at the International Trade Show organized in Germany (ITB-Berlin). Its Backwater Campaign bagged the coveted Golden City Gate Gold Award that is considered as the Oscars in the field of tourism. Suman Billa, an official from Kerala Tourism, received the trophy at a ceremony held last Thursday in Berlin. This tradeshow started way back in 1966 and 180 countries participated in the event this year. The Great Backwaters is a print campaign that beat the efforts of other tourism boards around the world.




This big award comes after two more national and international awards. Kerala Tourism received the Ulysses award initiated by WTO in January this year while Kerala tourism received top prizes in four categories at National Tourism Awards that were declared in February last month. Reacting to this spate of awards bagged by Kerala Tourism, the tourism minister Mr. A. P. Anil Kumar said that his ministry is elated and honored to receive recognition from the best travel and trade show of the world. Not only will this award won by Kerala Tourism help to attract more and more foreign tourists but also help in cementing Kerala’s place as one of the best tourist destinations of the world.




The Golden City Gate Awards are for tourism what Oscar Awards are for movies and all those associated with this profession or industry. So prestigious is the event that nearly all major countries of the world participate in the mega trade and travel related show every year. The Great Backwaters ad campaign is an attempt by the tourism board of Kerala to present these water bodies as one great holiday destination to the tourists from around the world. This ad campaign has sought to present the backwaters of Kerala as a once in a life time opportunity to the tourists just like the Great Wall of China and the Great Barrier Reef of Australia.


In February, Kerala Tourism bagged no less than four awards in different categories at the national Tourism Awards. These awards reflected the innovative use of information technology by the tourism body of God’s own country to present Kerala backwaters as an ideal tourism destination to the tourists of the world. Kerala tourism minister A P Anil Kumar received the awards from minister of state for human resources development Shashi Tharoor at a function held in New Delhi.


Talking to the media personas later on, Mr. A. P. Anil Kumar said that these awards were an honor for the tourism department of the state of Kerala and give recognition to the untiring efforts of all those engaged with the promotion of tourism in the state. This has been possible by working closely with the tourism stakeholders along with the modern information technology.

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Kerala Backwaters – Kerala Tourism launches new ‘Great Backwaters’ campaign

Thursday, October 31st, 2013

The backwaters of Kerala are renowned all over the world for their stunning natural beauty and as an opportunity to indulge in mesmerizing family vacations in the lap of nature. Now Kerala Tourism has decided to up the ante and launch a global campaign to promote these backwaters to lure tourists from around the world. These majestic backwaters of Kerala are now being projected to the global audiences as a once in a lifetime experience on the lines of the Grand Canyon in Colorado and the Great Wall of China. These backwaters have already beaten the Taj Mahal as the preferred tourist destination in India.



The new ad campaign that presents Kerala backwaters as a self contained experience has been shot using most advanced aerial photography. These breathtaking photos and videos have been included in the ad campaign that is all set to be launched all over the internet, especially the social networking sites such as Facebook and Twitter. The campaign has been named ‘The Great Backwaters’ and it is one of its only kind as there has not been a similar project using aerial photographs in the past.


If one goes by the words of A P Anilkumar, the Kerala Tourism Minister, the backwaters of Kerala are not just about houseboats as many believe. They are there to be discovered as a fascinating water world unlike any other on the face of the earth. The ad campaign that will be launched soon on the virtual world is expected to give a much needed boost to the number of tourists coming to the state. This will translate into influx of much needed foreign exchange into Kerala that is required for the further development of the state.


The stunning still pictures that make up this ad campaign are a result of a 8-rotor helicam that was especially designed to capture the essence and beauty of the Kerala backwaters. The shooting was done with the help of a boat with a helipad to help in the takeoff and landing of the helicopter that was used in aerial shooting. Before this aerial shooting, helicopters were used to do reconnaissance of the entire area to pick up the strategic locations finalized for the shoot. After the ad campaign is launched on the internet, its print version will start to appear in various international magazines and newspapers.


The brainchild behind this ad campaign is said to be the experiences of the visitors who have been to the backwaters of Kerala. The manner in which these international tourists described their experiences of the unique water world convinced the authorities to come up with a promotional ad campaign to project Kerala backwaters as a once in a lifetime experience to the global audiences. The reason why aerial perspective was chosen over terrestrial photography was because of its ability to capture the diversity and largeness of the water world. One can see the lakes, the river network, and the islands in this aerial ad campaign.

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