Kerala Tourism Clinches PATA Gold Award 2024 for Innovative ‘Holiday Heist’ Campaign [Current Affairs]

In a significant achievement for Indian tourism, Kerala Tourism has once again put India on the global tourism map by winning the prestigious Pacific Asia Travel Association (PATA) Gold Award 2024. This accolade recognizes the state’s innovative online contest, ‘Holiday Heist’, in the Digital Marketing Campaign category, further cementing Kerala’s position as a leader in creative tourism promotion.

The Award Ceremony

Event Details

The award was presented at a grand function in Bangkok on Wednesday, coinciding with the PATA Travel Mart 2024. The ceremony took place at the Queen Sirikit National Convention Centre (QSNCC) in the Thai capital, bringing together tourism industry leaders from across the Asia-Pacific region.

Key Attendees

The award ceremony saw the participation of several notable figures:

• Peter Semone: PATA Chair, who presented the award
• Maria Helena de Senna Fernandes: Director, Macao Government Tourism Office
• Noor Ahmad Hamid: PATA CEO
• Sikha Surendran: Tourism Director of Kerala, who received the award on behalf of Kerala Tourism

Kerala’s Unique Achievement

A Solo Indian Victory

Kerala Tourism stood out as the only destination from India to secure a PATA Gold Award this year. This achievement underscores the state’s commitment to innovative tourism promotion and its ability to compete on a global stage.

The ‘Holiday Heist’ Campaign

Campaign Overview

The ‘Holiday Heist’ campaign was a month-long, ground-breaking initiative launched by Kerala Tourism in July 2023. Its primary objective was to attract tourists through an engaging and thrilling bidding game.

Innovative Platform

The campaign was uniquely hosted on the Tourism department’s WhatsApp chatbot, Maya. This choice of platform demonstrates Kerala Tourism’s embrace of modern, accessible technology to reach potential visitors.

Campaign Mechanics

• Concept: The campaign revolved around the idea of ‘lowest unique bidding’
• Challenge: Participants were tasked with securing tour packages by placing the lowest and most distinctive bids
• Rewards: Some lucky participants managed to secure tour packages worth over ₹30,000 for as little as ₹5, showcasing the campaign’s exciting potential for incredible deals

Phenomenal Success

The ‘Holiday Heist’ campaign achieved remarkable engagement metrics:

• Over 80,000 bids received
• 5.2 lakh conversations generated
• 45 million impressions achieved
• 13 million video views recorded

These numbers highlight the campaign’s widespread appeal and effectiveness in capturing public attention.

The PATA Awards

About PATA

The Pacific Asia Travel Association (PATA) is a renowned organization in the travel industry, known for recognizing excellence and innovation in tourism.

Award History and Significance

• Established: The PATA Grand and Gold Awards were set up in 1984
• Purpose: To recognize the finest contributions from the travel industry in the Asia-Pacific region
• Reputation: Winning projects consistently set benchmarks for excellence and creativity in the tourism sector

Implications for Kerala Tourism

Global Recognition

Winning the PATA Gold Award places Kerala Tourism in the international spotlight, validating its innovative approach to destination marketing.

Boost to Digital Marketing Efforts

The success of the ‘Holiday Heist’ campaign and its subsequent recognition encourage further investment in digital and interactive marketing strategies.

Potential for Increased Tourism

Such high-profile awards and innovative campaigns are likely to pique the interest of international travelers, potentially leading to increased tourist footfall in Kerala.