Riding on its latest campaign theme of Ayurveda, the Kerala Tourism has won yet another international laurel, silver prize again at the ITB Golden City Gate Awards that are billed as Oscars of tourism.
Kerala Tourism picked up the Das Goldene Stattdor (Golden City Gate) award in the print campaign category for its ongoing Ayurveda campaign. The awards, given every year at the prestigious ITB Berlin fair, are considered to be the ultimate recognition for tourism communications.
Kerala Tourism Minister A P Anil Kumar, who was heading the State delegation to the festival, and State Tourism Secretary Suman Billa received the award.
This is the fifth time in the last decade that Kerala is netting an award at Berlin. Last year also, Kerala had won the same award for its campaign, `Your Moment is Waiting. ' In a repeat of the previous year, Malaysia won the Gold in the category this time too. In 2011, Kerala won a bronze in TV Commercial category, apart from getting into the roll of honour in 2006 and 2007.
“It is another big endorsement to Kerala Tourism 's marketing initiatives that have played a pivotal role over the years to catapult Kerala as a must-see destination in the world,” said Anil Kumar.
“The award is an acknowledgement to our attempts to provide a glimpse of our rich Ayurveda traditions before the world. It means that we are successful in our campaign to show the world that Kerala is also a destination for wellness, along with its pristine beauty,” felt Suman Billa.
The campaign was conceived and carried out by Stark Communications, the creative partner of Kerala Tourism. The awards that recognize the best creative works in the global tourism industry were adjudged by 45 independent expert jurors from the industry.
The sprawling Kerala pavilion, themed around Ayurveda, at the five-day event that concluded on Sunday, also proved to be big crowd puller. Spread across 128 sq metres, the stand also had free ayurveda consultation by an expert physician and free massage, apart from display of medicines and herbs to attract the visitors.