MUMBAI: As the monsoon season arrives Kerala Tourism is looking forward to a variety of campaigns. The department is to accord prominence to its monsoon tourism campaigns considering the possibility of attracting more travellers who would wish to enjoy the rains in the state.

Kerala had gained more than Rs 8392.11-crore revenues from the 10,91,870 foreign tourists who visited Kerala last year. Over the past few years, Kerala had received around 70,000 of Saudi tourists during the monsoon season.

Kerala Tourism director P Bala Kiran said, “The state offers the vacationers a chance to rediscover nature, rekindle relationships, and reconnect with life by indulging into various activities such as trekking, ayurvedic massage, river rafting and numerous more. Kerala Tourism has also been inviting travel enthusiasts to participate in #COMEOUTANDPLAY challenge the state had hosted a total of 6,142,190 tourist arrivals during monsoon season i.e. June-October 2017 with an increase of 506,623 travellers as compared to 5,635,567 tourist arrivals during monsoon season in 2016."

The main aim of the campaign is to divest vacationers of their career selves their formal adultness and their preoccupation with devices, careers and the routine of everyday life. The idea of campaign mainly focuses on play in the context of families and in-turn it reconnects the families. Based on this idea a television, print/OOH campaign has been developed. In order to promote the campaign and woo travellers during summer holidays, Kerala Tourism has been utilising various promotional tools in the best possible way. Besides TV and print campaigns in the national markets, the campaign has been running in cinemas across the target markets along with radio and digital campaign.

With this campaign Kerala Tourism aim is to target tourists from the potential domestic markets, including Tamil Nadu, Karnataka, Andhra Pradesh, Maharashtra, Delhi & NCR, Madhya Pradesh, Uttar Pradesh, Gujarat, Punjab, Rajasthan and West Bengal. Willing participants would need to engage in any outdoor activity like hopping on one leg, slow cycling and crossing a log bridge and post the same on social media with #ComeOutandPlay. Lucky winners would be rewarded fabulous Come Out and Play merchandise.