Mumbai: 141Sercon is going to be the agency that is going to promote the ‘Grand Kerala Shopping Festival’. Scheduled to take place across 14 districts of Kerala from 1st December 2007 to January 15th 2008, the festival will cater to the local populace, the NRIs and the foreign tourists.
Positioned as the largest-ever shopping festival in India where over 1,500 establishments across Kerala are expected to participate, the festival will be accompanied by a huge marketing campaign, estimated to cost around Rs18 crore. The Grand Kerala Shopping Festival promises to offer numerous opportunities for brand exposure, on-site signage and displays, cross-promotions, contests, naming rights, and destination marketing activities associated with tour packaging – plus official status with promotional opportunities in print, web, and broadcast media, and high visibility to large, targeted audiences at the lifestyle level. This festival is an endeavour to equal the popular annual shopping carnivals in Hong Kong and Dubai.
Kerala finance minister, Dr. T.M.Thomas Isaac, said: “Kerala was the hub of old trading activities, decades back. Through this scheme the Grand Old Kerala is reforming as a new trade destination.”
At the festival launch, Vijay Singh, Managing Director, 141 Sercon said: “We are thrilled with this opportunity as it will provide us an opportunity to work as partners with the Kerala Government which has generated an incredible brand equity as a preferred tourist destination in the world. We are excited as this festival will allow us to extend the equity to establish shopping as an experience.”
“In coordination with the high quality merchandise, tourism brand value and human resources strengths inherent to Kerala, there is tremendous scope for the development in the trade and commerce sector. The endeavour of the State to become a commercial trade hub will be highly beneficial and attract more opportunities with the support of Government” added Kodiyeri Balakrishnan- Home,Vigilance &Tourism Minister, Government of Kerala
This joint initiative will extend across all retail, entertainment and tourism related touchpoints across the state and would include establishments which focus on handicraft & handlooms, hotels & restaurants, spas & resorts, jewellery & lifestyle, electronics & home products, spices & coir products.