Kerala Tourism - Branding a Tourist Destination

            
 
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Case Details:

Case Code : MKTG047
Case Length : 15 Pages
Period : 1990 - 2002
Pub Date : 2003
Teaching Note :Not Available
Organization : Kerala Tourism Ministry
Industry : Tourism
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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"It has become a textbook example of tourism promotion."

- India Today, commenting on Kerala's tourism promotion initiatives, in August 2002.

"Indian tourism these days is driven by Kerala tourism because we have branded and positioned it as a high-value up market product".

- K V Thomas, Kerala's Tourism Minister, in January 2003.

God's Own Country

In the early-1990s, advertisements featuring the tagline, 'God's Own Country,'began appearing in the print and electronic media in India. These advertisements were not run by a company to promote its products and services. Instead, the campaign was run by Kerala Tourism Development Corporation (KTDC) and was intended to promote the South Indian state of Kerala as a tourist destination.

The advertisers projected Kerala as 'the place to be,'marketing every aspect of the state from the towns, cities, beaches, backwaters, cultural heritage, food, wildlife and even the centuries-old tradition of healthcare through Ayurveda1.

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These aspects of Kerala, which were identified as the state's unique selling propositions, were packaged in a professional way by KTDC. Apart from these marketing initiatives, the government of Kerala made an effort to professionally manage the state's tourism industry.

KTDC, perhaps had no idea that with this campaign, it had hit upon a gold mine. Over the next few years, the organization's efforts to 'sell'Kerala to Indians as well as foreigners began paying off. The state reportedly became one of the places with the 'highest brand recall,'thanks to its unique positioning and targeting efforts.

And the advertisements helped Kerala stand out as the 'destination of choice'in India and tourist arrivals began increasing significantly. Commenting on the state's efforts to brand itself, Prahalad Kakkar, acclaimed Indian ad-filmmaker, said, “Kerala does not need to take any extra effort to gain popularity or to establish itself as a hot destination anymore.”

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1] Ayurveda is a traditional alternative medical system that evolved in India over 5000 years ago. The system works on the premise that diseases are the result of living out of harmony with the environment and seeks to heal by re-integrating an individual's mind and spirit by tackling the various basic elements that the human body is comprised of.

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