With the new Kerala Tourism TVC being shared and discussed by users of social media, it’s also been launched on the iPhone and iPad to create additional buzz for the campaign. The campaign has kicked off in London and will be focused on UK, France, Germany & US markets in its first phase.
Conceived by MobME Wireless, the mobile governance partner for Government of Kerala, the Tourism Board used AdMob’s interactive video ads on iPhone & click-to-play ads on the iPad to drive viewership for the new video. The social connect has also been built in the campaign through clickable action buttons that link directly to Kerala Tourism’s Facebook, Twitter & Youtube pages.
Mahesh Narayanan, country manager, BD Google India, which bought over AdMob last year, said, “Mobile is the perfect platform for targeting an international audience & Kerala Tourism is the first Tourism Board globally to leverage this unique opportunity. It is one of the few brands that thinks out of the box and extensively uses the digital medium to promote Kerala as a must see destination to the world. AdMob is immensely proud to partner with Kerala Tourism for the iPhone & iPad campaign.”
Sivasankar, director, Kerala Tourism, added, “iPhones and iPads have created a global mass following and the users are high end consumers. Kerala Tourism has realized 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.”
According to AdMob, the Kerala Tourism video has generated over 1 million views already and is expected to hit 2.5 million views by the end of the campaign.
On the way forward, Narayanan said, “Kerala Tourism's ongoing iPhone and iPad targeted campaign on AdMob has been very successful. There is a huge amount of buzz that has been generated from the campaign. Going forward, Kerala Tourism will be making mobile an integral part of all its future campaigns.”
Watch the showcase of the mobile marketing campaign here