#HumanByNature: New global brand campaign launched by Kerala Tourism

New Delhi, Feb 19: After nine years, Kerala Tourism launched a new global brand campaign called “Human By Nature” in Delhi on February 18. This new campaign will be replaced “Your Moment is Waiting”, the earlier brand campaign of Kerala Tourism. 

The Human By Nature is campaign derived from the theme shift in focus from “Landscape to Humanscape”. The new campaign celebrates both people and nature equally in a seamless fashion.

On this occasion, Kerala Tourism has premiered a sleek film of three minutes encapsulating the way of life of the people, the inclusiveness, peace, and harmony, and also rolled out snapshots capturing the vivid aspects of life, culture, and nature during the launch of the campaign. The three-minute sleek film is conceived and scripted by Stark Communications and Directed by Vivek Thomas of Miramar Films and the snapshots were shot by renowned Canadian photographer based in New York, Joey Lawrence.

 

Unveiling the global campaign – Human by Nature, Kadakampally Surendran, Tourism Minister of Kerala said, “it is a pioneering move” on the part of Kerala Tourism to use ordinary local people like fishermen, boatmen, school children, etc. as heroes when destinations are running after celebrities and brand ambassadors for endorsements".

He said, "Kerala Tourism has always taken the less traveled route, be it products, marketing strategies or promotion tools, The modern travelers are “experience seekers” and “authenticity” is quite important. Therefore, the new campaign stresses a lot about authentic experiences than mere products".

 

Rani George, Secretary – Tourism, Kerala explained how brand campaigns evolved over the last two decades inviting visitors to its shores.

Further, She said that Some of the campaigns like Responsible Tourism won numerous accolades for the destination. The new campaign connecting human life and nature together is a major step forward, she said and will act as a strong and powerful message to provoke new thoughts in the minds of the traveling world.

In his remarks, P Bala Kiran, Director, Kerala Tourism said, the new campaign theme and the films captured the true spirit of God’s own Country. He stated that instead of celebrating the numbers of national and international travelers visiting the State, the attempt has been to celebrate the human life, nature, culture, and heritage of the State.

The campaign will run in Kerala Tourism’s key source markets such as USA, UK, Germany, Gulf countries, France, Italy, Sweden, the Netherlands, Switzerland, and Belgium.