Kerala Tourism made headlines with its innovative use of London’s iconic red buses to promote the Indian state as a must-visit destination. By branding the double-decker buses with vibrant visuals of Kerala’s backwaters, lush greenery, and cultural richness, the campaign brought a slice of “God’s Own Country” to the streets of one of the world’s most cosmopolitan cities.
Strategic Visibility in a Global Capital
London’s red buses are not just a mode of transport — they are moving billboards that navigate through key commercial and tourist hubs. By choosing this high-visibility format, Kerala Tourism ensured that its messaging reached both local Londoners and international tourists. The campaign ran across multiple routes, including those passing through high-traffic areas such as Oxford Street, Westminster, and Kensington, maximising exposure.
Cultural Curiosity Meets Creative Branding
The visuals used in the campaign were carefully curated to appeal to a global audience — serene houseboats, colourful Kathakali dancers, and Ayurvedic wellness experiences. This created intrigue and cultural curiosity, making passers-by more likely to look up Kerala online or consider it for future travel.
Lessons for Other Tourism Boards
Other tourism boards can take a cue from Kerala’s approach in the following ways:
- Leverage Iconic Local Advertising Formats: Every major city has recognisable advertising platforms. In London, it’s red buses and the Underground. In New York, it might be yellow taxis or Times Square billboards. Choosing a format that is culturally and visually distinctive helps a campaign stand out.
- Target International Crossroads: Cities like London, Paris, and Dubai are international melting pots. Advertising in these cities can reach a global audience, including potential travellers from all over the world.
- Use High-Impact Visuals: Destinations are best sold through emotion and aspiration. High-resolution images of landscapes, people, and experiences make an immediate impression.
- Tie-in Digital Campaigns: Bus ads should serve as a hook. Boards can amplify the impact by connecting the physical campaign to digital platforms — for instance, including a QR code or hashtag for travellers to explore more.
- Seasonal Timing: Kerala Tourism launched its campaign during peak holiday planning months, maximising its relevance and appeal. Timing campaigns to coincide with travel seasons, trade shows, or festivals can boost effectiveness.
Kerala Tourism’s London bus campaign is a textbook example of how to fuse cultural identity with global marketing strategy. By meeting audiences where they are — both physically and emotionally — tourism boards can break through the noise and plant the seed of travel inspiration. For other destinations looking to expand their international appeal, tapping into iconic urban advertising formats could be the next stop on the road to success.
