Kerala's Tourism Campaign Holiday Heist won PATA Gold Award

The 'Holiday Heist' Campaign:

• • Launched in July 2023, the 'Holiday Heist' campaign was a month-long, ground-breaking initiative by Kerala Tourism.
  • The campaign's primary objective was to attract tourists through an engaging and thrilling bidding game hosted on the state's WhatsApp chatbot, 'Maya'.
  • The concept of 'lowest unique bidding' challenged participants to secure tour packages by placing the lowest and most distinctive bids, adding an element of strategic thinking and creativity to the experience.

Remarkable Engagement and Reach:

• • The 'Holiday Heist' campaign achieved phenomenal engagement metrics, with over 80,000 bids received and 5.2 lakh interactions generated on the Maya chatbot.
  • The campaign also managed to generate over 45 million impressions and 13 million video views, showcasing its widespread appeal and effectiveness in capturing public attention.
  • Some lucky participants were able to secure tour packages worth over ₹30,000 for as little as ₹5, further enhancing the campaign's excitement and value proposition.

The PATA Gold Award 2024:

• • Kerala Tourism's 'Holiday Heist' campaign was recognized with the prestigious PATA Gold Award 2024 in the Digital Marketing Campaign category.
  • The award ceremony took place at the Queen Sirikit National Convention Centre in Bangkok, Thailand, on August 28, 2024, during the PATA Travel Mart.
  • The PATA Gold Award is a highly coveted accolade in the travel industry, as it recognizes the best contributions from destinations in the Asia-Pacific region.

Significance and Impact:

• • Winning the PATA Gold Award places Kerala Tourism in the international spotlight, validating its innovative approach to destination marketing and cementing its position as a leader in creative tourism promotion.
  • This achievement is particularly significant as Kerala Tourism was the only destination from India to secure a PATA Gold Award this year, showcasing the state's ability to compete on a global stage.
  • The success of the 'Holiday Heist' campaign and the subsequent recognition are likely to boost Kerala's digital marketing efforts and potentially lead to increased tourist footfall, as the award and the innovative campaign are likely to pique the interest of international travelers.