(The game clocks 80,000+ bids, 5.2 lakhs conversations)
TTT NEWS NETWORK
THIRUVANANTHAPURAM, 11 AUGUST 2023:
‘Holiday Heist’, the month-long ground-breaking campaignconducted by Kerala Tourism to woo tourists through an engaging and thrilling biddingexperience on WhatsApp, turned out to be a resounding success with travelers fromacrossthe country making a whopping 80,000 bids to visit the state’s prime destinations at unbelievably low prices.
The bidding game, conducted in July, also generated over 45 million impressions besidesamassing a formidable 13 million plus video views.
The first-ever initiative of its kind in the country, some lucky participants, throughtheiringenious bids, managed to secure tour packages worth over Rs 30,000 for a mere 5 rupees.
Interestingly, throughout the campaign period, ‘Maya’, the Kerala Tourismchatbot, witnessed a remarkable 5.2 lakhs interactions, bubbling with shared enthusiasm, dreams, and aspirations as participants bonded over their love for travel in and explorationof God’sOwn Country.
The unique game revolved around the concept of ‘lowest unique bidding’, challengingparticipants to secure incredible tour packages with their lowest and distinctive bids. Unliketraditional auctions, strategic thinking and creativity were at the forefront, celebratingtheuniqueness of each player.
The exciting campaign was powered by ‘Maya’, Kerala Tourism’s official WhatsAppchatbot(reachable at 7510512345). Throughout the campaign period, Maya daily unveilednewtourpackages for 30 days, providing participants fresh chances to triumph in each dayof July. With 30 captivating packages up for grabs, lucky winners had the opportunity tobagadream Kerala holiday.
“Holiday Heist will stand out as a massive hit for Kerala Tourism with the campaignredefining tour package promotions through an exhilarating game on WhatsApp. It successfully captured the attention and enthusiasm of travelers,” TourismMinister, P.A. Mohamed Riyas said.
“It was the first-ever initiative of its kind by a tourism department in the country. Wetakepride in breaking new ground and setting an example for innovative approaches inthetourism industry. The campaign proved effective in expanding our network andfosteringnew connections. We warmly welcomed 41,000 new contacts into our travel community, solidifying our position as a hub for passionate travelers,” he added.
Tourism Secretary, K Biju said the campaign revolutionized tour package promotionsbyinspiring strategic thinking, creativity, and a spirit of adventure among participants. “It stoodout as a remarkable example of innovative tourism marketing, engaging people inaninteractive and entertaining manner. Its essence lay not in bidding high but in biddinguniquely low, making it a game of skill and wits,” he added.
Tourism Director, P B Nooh said that this innovative campaign has brought numerousunknown destinations and products with immense tourism potential across Keralatotheattention of travel lovers across the country and the widespread reach and engagement across India contributed significantly to the campaign’s spectacular success.
“The immense value offered through the campaign enticed people fromvarious backgroundsto take part in the adventure, making it a win-win proposition for both Kerala Tourismandtravel enthusiasts,” he noted.
Launched in March 2022, Maya has become a popular platform with over 1.5 lakhs contactsand has engaged in more than three lakhs active conversations.
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