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"We plan to spend over Rs 10 crore (US:2.02 million) on mass media campaigns and road shows alone in the Middle East and Australia this year," Kerala Tourism Director Rani George told PTI in Thiruvananthapuram recently.
This is significant, considering that the entire marketing budget for the Tourism Department of 'God's Own Country', which is how Kerala is known in global tourism circles, is only Rs 35 crore for the year.
The marketing blitz in the Middle East involves road shows and mass media campaigns involving television and the print media. The first leg of the campaign has already been kicked off in Saudi Arabia, with its three main cities of Riyadh,
Jeddah and Dhamam as the focal points of the road shows, George said.
In Australia, too, the department will be using the mass media and road show models to lure Australians to the country, she said, adding that the campaign will kick off in early February.
The other focal markets for 2012 will be Russia and China, she added.