Thiruvananthapuram: Kerala Tourism received the prestigious Pacific Asia Travel Association (PATA) Gold Awards for its marketing campaigns- ‘Visit Kerala’ television commercial campaign and for the Kerala Tourism e-newsletter at a glittering luncheon function in Jakarta. The awards were presented to U V Jose IAS, Director, Kerala Tourism by Mario Hardy, CEO, PATA and Maria Helena, Director, Macao Tourism Office at the Indonesia Convention Centre on the last day of the annual PATA Travel Mart, which started on September 7. The presentation ceremony hosted more than 800 global industry delegates.
“Kerala Tourism campaigns have always attracted international attention and admiration. The latest batch of PATA awards will once again turn the spotlight on the diverse attractions our state offers: from beaches, to heritage, wildlife and wellness,” said A C Moideen, State Tourism Minister.
Kerala Tourism also participated at the exclusive travel mart, along with tour operator Spiceland Holidays, Kuruppath Heritage homestay and the Kumarakom Lake Resort. The PATA awards are tightly contested with this year’s competition attracting 212 entries from 71 organisations worldwide. “The two PATA gold awards are further testimony to the effective and interest-evoking marketing strategies the state enjoys. They are also an endorsement both of our unique brand and products as well as the backroom engagement efforts that go into promoting them,” said Dr. Venu V, Principal Secretary, Kerala Tourism.
Lauding the collective work that went into the campaigns, Jose said it was a matter of pride to pick up the awards on behalf of Kerala Tourism. “Our many award-winning campaigns and initiatives showcase the state as a destination for families to relax, rejuvenate and reconnect. The award shows our strategies have gotten through to their target audiences,” he said.
The Visit Kerala commercials, aimed at the domestic tourist, were conceptualised and scripted by Stark Communications, Kerala Tourism’s creative and brand management agency. The Kerala Tourism e-newsletter is designed by Invis Multimedia. Other winners on the night were Hong Kong Tourism Board, which received the PATA Grand award for Marketing; Ministry of Tourism, Republic of Indonesia, for Primary Government Destination Marketing and New South Wales, Australia, for Secondary Government Destination Marketing. Under the Marketing Media category, Korea Tourism Organisation received an award for Travel Advertisement Print Media and Hong Kong Tourism Board, for Social Media.