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Published on : Friday, June 16, 2017
The state government’s new liquor policy will come into effect from July 1st, 2017. On that pretext, the tourism industry is now confident of getting what it wishes from its ‘lean season campaign’ in the national markets.
Nevertheless, the launched of the campaign by the state tourism department was done via traditional media and digital marketing before monsoon starts, there still looms a sense of doubt and disbelief, and just like a bolt from the blue, the Qatar crisis added an extra shadow over the prospects of receiving tourists from the GCC nations at the time of monsoon.
To quote P Bala Kiran, the director, ‘there’s a sense of relief and all the stakeholders are in a jubilant mood. We have already begun the lean season campaign through promos in TV channels and digital media. Besides, road shows and trade fairs at both national and foreign markets will begin from July.’ He said that the enthusiasm among the tour operators and property owners are able to be seen at the ongoing international conference on tourism technology in Kochi.
In the national markets, the government has already authorized Rs. 5.55 crore for the lean season campaign via TV channel, cinema halls, radio, airport translites, OTT (over the top) channels, besides online platforms like Facebook website click ads, Google display retargeting ads, video promotions, short videos, Facebook video campaign and YouTube video campaign respectively. Creation of high quality images for campaign at print, airport translites and digital are also in the project.