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Kerala Tourism has won the prestigious Pacific Asia Travel Association (PATA) Gold Award in the ‘Marketing Campaign (State & City - Global)’ category.
Kerala Tourism Additional Director (General) Shri S. Prem Krishnan received the honour from PATA Chairman Shri Peter Semone at the PATA Travel Mart 2023, held at the International Exhibition Convention Centre (IECC), Pragati Maidan in New Delhi.
Instituted in 1984, the PATA Grand and Gold Awards recognise the finest contributions from the travel industry in the Asia-Pacific region, with the winning projects consistently setting new benchmarks for excellence and creativity.
Kerala Tourism’s award-winning campaign ‘Make up for lost time, pack up for Kerala’, targeted domestic tourists and gave an impetus to the transition to normalcy, post COVID. It also appealed to the young crowd, inviting them to visit Kerala and indulge in adventure and leisure.
The campaign created a flutter on all major media platforms, including print, radio, OOH, digital videos and banners (web portals) and social media channels.
Tourism Minister Shri P. A. Mohamed Riyas said that the prestigious PATA Gold Award comes as a high honour for Kerala Tourism, which has been making constant efforts to come up with catchy and fact-based marketing campaigns to woo back tourists in post-pandemic times.
“This well-planned market outreach has given a big thrust to the post-pandemic upsurge in domestic tourist arrivals in Kerala. Our campaign idea, ‘Make up for lost time, pack up for Kerala’, was simple and direct, yet quite innovative, eloquently conveying the sentiments of people during the transition to normalcy. It exhorted everyone to rediscover fun and freedom in one of India’s best-known destinations,” Shri Riyas said.
Tourism Secretary Shri K. Biju said that the award is a recognition of Kerala Tourism’s innovative campaign, which proved to be a key factor in the massive surge in domestic tourist footfalls.
Tourism Director Shri P. B. Nooh said that this international honour affirmed the brilliance of Kerala’s marketing campaigns at a time when Kerala is all set to scale new heights as a prime destination for both domestic tourists and holiday makers from all key markets around the world.
