Happy Marketer Blog

From Locales to Locals: How Tourism Marketing Must Shift Focus to the People Behind the Destination

Posted by Celia Vincent on May 22, 2019 11:00:09 AM

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.

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Topics: tourism marketing, countries, destination marketing

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