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Report On Branding Destinations: About the Speaker and Stark Communications Pvt Ltd: Mr.Swarup from Stark Communications addressed us on the importance of Branding Destinations, Stark Communications Pvt Ltd, a city-based advertising agency, has won a finalist certificate at the New York Festivals 2006. The agency has won a finalist certificate for the second year in a row. It was a brand campaign for CGH Earth — formerly Casino Group of Hotels — that clinched a finalist certificate in the `best copywriting' for Mr. Swarup B.R., Director, Stark Communications Pvt Ltd. The New York Festivals has been showcasing the `world's best work' in advertising for the past 48 years. Information Gathered from the Talk: Thiruvananthapuram-headquartered Stark Communications, which has held the Kerala Tourism account for the last seven years, has worked on the new campaign, a new set of television commercials simultaneously, a print campaign will also be launched. How it gave Kerala an identity on the world tourism map is a study in itself. Now, after a gap of five years, the state is all set to woo the market with a new campaign 'God's own country - Life in a new light'. Mr. Swaroop explains in brief "With research revealing the onset of brand fatigue, the primary objective was to breathe new life into the brand. Their aim was to present the destination in a refreshingly new perspective. The creative platform was simple - God's Own Country makes you look at life in a new light. Concepts from the concrete jungles of the world, thus presenting the products of Kerala in a simple, yet universally charming language." With the new market-focused commercials, Kerala tourism targets specific travel markets. To elaborate on the strategy, the ad film on ayurveda can be used to woo markets. The new promotion strategy being used highlights the concept of therapeutic massage using ayurveda. Kerala attracts only a few selective people and its known to be a “Boutique Destination”. Targeted at the MICE (meetings, incentives, conventions and exhibitions) market, the new campaign declares that Kerala is the perfect place for a working vacation. The MICE market is an important segment of the international travel market and accounts for between 30 and 35 per cent of all international travel Conclusion: God's own country is now being touted as an ideal place for business to bloom, as Kerala Tourism's new campaign to attract corporate tourism shows. Today, Kerala has evolved into a destination where the rich and the famous holiday.
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