Stark Communications has won The Berlin Golden Gate Award (Das Goldene Stadttor) for its print campaign on Kerala Tourism at ITB Berlin 2007 recently. The campaign narrates real-life transformational experiences that travellers underwent during their holiday in ‘God’s own country’; an approach hitherto not resorted to by any destination in the world.
The campaign is a result of many years of research by Stark, backed by an in-depth understanding of the brand — Kerala Tourism. BR Swarup, Creative Director, Stark Communications, said, “Every year, we talk to over a thousand travellers and each time we realise that no other destination touches the traveller like the way Kerala does. I am sure that no other destination attracts so many repeat travellers who stay for long durations. Most of them had fascinating experiences to narrate and that is what this campaign is all about.”
He added that the campaign comprises layered stories about how tourism enriches the traveller’s life as well as the lives of the local populace, and how it sustains culture and tradition.
Swarup explained, “Nothing works best than a well-told story. This approach, in addition to inspiring prospective travellers, will give Kerala Tourism a wealth of stories that will evolve into the creative database which will drive the campaign forward.”
The interactive campaign invites international and domestic travellers to send in their experiences by logging on to www.keralatourism.org. Three most inspiring transformational experiences will win free holidays in Kerala.
Stark has been handling various tourism brands for the last 13 years. The work done by Stark for Kerala Tourism has won national and international awards including Abby and New York Festivals, among others. Last year, the agency won the Berlin Golden Gate, known as the travel industry’s Oscar for the best tourism TVC of the year.
The first phase of the campaign tells five stories. The stories are about John and Nicola from the UK who scouted the entire world for the most beautiful place on earth to get married and how they chose Kerala; Serefa Malamati from Greece who was cured of a nagging five-year-old backache; Corinne Mathou from France who fell in love with Kathakali and stayed back for nine years in Kerala to master it; Dianne Jenett from the US who visited Kerala six times to do her Ph.D. on the Attukal Pongala festival; and Marit Struitnburg and her husband from Holland who were so touched by the land and its people that they gifted a car to their driver when they went back.
This campaign coincides with Kerala’s entry into the realm of responsible tourism, and aspires to talk to the New Age traveller who is increasingly conscious of preserving the nature and culture of the destination.