Ahead of the traditional media, the campaign 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 US was launched on Twitter last week.
The fans of Kerala Tourism on Twitter (@KeralaTourism) have already welcomed the campaign's launch by enthusiastically tweeting with the hash tag #GreatBackwaters in large numbers.
Kerala Tourism is a pioneer in using the innovative means of technology to promote its destinations. The Kerala Tourism website (www.Keralatourism.Org), which has won several national and international awards.
"It is a tribute to the millions of travellers across the world who embrace technology every day in knowing about and visiting their favourite destinations," said Kerala Tourism Secretary Suman Billa in a release here.
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Kerala Tourism has set up a separate micro-site (www.Greatbackwaters.Com), in which a front line image of the campaign is hidden. 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 appears.
"The Great Backwaters campaign is a product of the use of cutting edge technology. The campaign has used technology, which has never been attempted in Kerala or in the country before for promoting a destination," said Billa.
The campaign's launch on Twitter will be followed by its release in the traditional media both nationally and internationally during the month-end, he said.