Kerala Tourism's new global campaign hits Times Square

The ad display at Times Square in New York City

Kerala Tourism is increasing its global outreach with a new campaign christened 'Human by Nature'.

Capturing the lush green colours and ethnicity of Kerala, the promo ad of the campaign is now shown at the famous Times Square in New York City, Manhattan.

Times Square is a famed site for tourists around the globe. This location hosts around 3 lakh people on a daily basis, making it one of the busiest places in the world. Reports say that the advertisements in Times Square takes in around 1.5 million impressions on a day-to-day basis.

Overwriting the nine-year old campaign 'Your moment is waiting', the Kerala Tourism released the 'Human by Nature' campaign on February 19 in Delhi. The campaign mainly focuses on people and nature existing in a coherent fashion.

Taking real-life stories and true to the beauty of the land, the campaign includes a 3-minute short-film, conceived and scripted by Stark Communications and directed by Vivek Thomas of Miramar Films. The film encompasses real-life cast and powerful human stories set across different terrains of Kerala. The photographs of the new campaign is taken by renowned Canadian photographer based in New York, Joey Lawrence.

“Kerala Tourism has always taken the less-traveled route, be it products, marketing or promotion tools,” states Kadakampally Surendran, Tourism Minister of Kerala, talking about the new campaign.

The new campaign talks about the modern traveler and their journey for authenticity. This is one of the aspects focused through out the film. The new campaign is open to key markets such as USA, UK, Gulf countries, France, Italy, Sweden, Netherlands, Switzerland and Belgium.