22 May, 2019 From Locales to Locals: How Tourism Marketing Must Shift Focus to the People Behind the Destination
If you’re a communications professional in India, chances are you know what a typical Kerala Tourism ad campaign looks like. Supremely crafted, with raw natural beauty captured in breathtaking panoramas or striking close-ups. Usually celebrated for their sheer artistry and sometimes mocked for completely overlooking the authentic flavour of Kerala. But when #HumanbyNature, Kerala Tourism’s first global ad film in 9 years, was released barely a year after the floods that brought the state to its knees and its people standing shoulder to shoulder with each other, something was different.