Kerala Tourism kicks off i-Ads Campaign

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Tvm: Kerala Tourism has kicked off an iPhone and iPad advertising campaign to promote the state as one of the top tourist destinations in the world. The campaign, which started in London, coincided with the world premiere of Kerala Tourism’s new video. Kerala Tourism is the first tourism board to connect with inbound travellers via a mobile platform.

According to a release, the campaign is expected to generate upwards of 2.5 million video views in a week. Conceived by MobME Wireless, the mobile governance partner for the Government of Kerala, the new video will be promoted through digital media advertising campaign. It will be focused on the UK, France, Germany and the US markets in the first phase.

The Tourism Board is using AdMob’s interactive video ads on iPhone and click-to-play ads on iPad to drive viewership for the new video. It has also built a social connect in the campaign through clickable action buttons that are linked directly to Kerala Tourism’s Facebook, Twitter and Youtube pages.

Mahesh Narayanan, Country Manager, Google India said, “Mobile is the perfect platform for targeting an international audience and Kerala Tourism is the first Tourism Board globally to leverage this unique opportunity.” AdMob’s interstitial ad units enable users to browse and click to other content while the video is playing.

M Sivasankar IAS, Director, Kerala Tourism said, “iPhones and iPads have created a global mass following and the users are high end consumers. Kerala Tourism has realised the potential to reach out directly to its consumers in a big way and with a personal touch. This was the single reason why we decided to go in for a high voltage digital media campaign focusing exclusively on these new age devices.”

In 2009, the Kerala Tourism had launched a mobile campaign to promote the state through a mobile WAP campaign on AdMob. The campaign counted more than 12.5 million ad impressions, according to the statement.
 
Kerala IT News

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