Campaign Destination

Great Backwaters, Social Media Campaign by Kerala Tourism

Online campaign of Kerala to unveil the state’s majestic backwaters as a single destination and a once-in-a-lifetime experience.

Launched on October 2013 by Kerala Tourism, ‘Great Backwaters’ is Kerala tourism marketing campaign on virtual world.

The Great Backwaters campaign is first launched on Twitter by Kerala Tourism to unveil the state’s majestic backwaters as a single destination and a once-in-a-lifetime experience like the Great Wall of China or the Grand Canyon of the United States of America (USA).

According Suman Billa, Kerala Tourism Secretary, the Great Backwaters campaign is a tribute to the millions of travellers across the world who embrace technology every day in knowing about and visiting their favourite destinations.  Kerala Tourism’s Twitter and Facebook accounts itself are followed by tens of thousands of fans around the world and  Kerala Tourism is a pioneer in using the innovative means of technology to promote its destinations. The Kerala Tourism website has won several national and international awards.

As part of the marketing campaign, Kerala Tourism also set up a separate microsite on GreatBackwaters.com. The image from the aerial photography of the backwaters under the campaign is revealed bit by bit with each tweet on hashtag #GreatBackwaters. The entire image will be revealed once a considerable number of tweets with the hashtag appear.

The Great Backwaters campaign’s launch on Twitter is followed by its release in the traditional media both nationally and internationally during the end of October 2013.

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