New Delhi: Wondering what holidaying in Kerala would be like? Just drop in at Nizamuddin station on Sunday for a view of a stunning montage of backwaters, beaches and the wildlife. Chances are you would come out only to pack up for a trip to God`s own country!
In one of its biggest campaigns "Chalo Kerala", the state tourism department is starting a train with 17 carriages that will showcase the tranquil stretches of beaches, serene backwaters, lush hill stations and exotic wildlife of the state.
The Thiruvanathapuram-bound Rajdhani Express will be flagged off from Nizamuddin station by Union Tourism Minister Kumari Selja in the presence of Kerala Tourism Minister Kodiyeri Balakrishnan on January 17.
"The `Chalo Kerala` campaign is being launched to attract more domestic tourists to the state. We are utilising all types of communication mediums to boost the state`s tourism industry," Kerala Tourism director M Shivshankar told a news agency over phone from Thiruvananthapuram.
"Kerala is the first tourism destination to use trains to promote the state tourism. It will be one of the most visible and high impact campaigns undertaken by the Kerala Tourism so far. I am confident that this unique marketing activity will attract more and more Indian travellers to the state," Tourism Minister Balakrishnan said in a statement issued by the tourism department.
Kerala Tourism Secretary V Venu said: "Commuters who use public transport, especially trains, are by far one of the most significant consumer groups in India in terms of expenditure and consumption. In terms of eyeballs, around 85,000 commuters use the platforms on a daily basis and the `Chalo Kerala` campaign is a great way to reach out to this captive audience."
Colourful visuals of Kerala will form a stunning moving showcase, which is expected to reach out to more than three crore people across 10 states, comprising Delhi and NCR, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Tamil Nadu, Maharashtra, Gujarat, Goa, Karnataka and Kerala as well, the statement said.
"It will be impossible for commuters to ignore an exterior montage of endless holiday possibilities, from adventurous to indulgent, all fun and engaging, while waiting for their train," Shivshankar said.
The campaign will last for six months till June 2010.
Earlier, the state tourism department had struck a deal in the skies with Jet Airways, followed by a tie up with Louis Cruises on the high seas.
IANS
