One British F-35 fighter plane has been stuck in the state of Kerala since mid-June. As in another surprise turn, it has unintentionally turned into a major focal point for the state’s tourism marketing blitz. Kerala, on the southwestern tip of southern India, is renowned for its gorgeous coconut palm-lined beaches and calming backwaters. Our uniquely vibrant culture continues to play a leading role in drawing millions of visitors every year. It’s no surprise that last year, Kerala welcomed 22.2 million tourists and is one of India’s most popular destinations. Indeed, it is frequently marketed under the tempting slogan of “God’s own country.”
The F-35 fighter jet on static display at Yuma Proving Grounds, coconuts trees in the background. It now looks forward to welcoming the UK’s engineering teams, who will employ specialist machinery to transfer it into a hangar. On Wednesday, Kerala’s tourism department took an unexpected but brilliant marketing step. Along with their teaser, they shared an AI-generated image of the new jet set against the state’s jaw-dropping scenery.
“This was the basis of our tourism campaign,” explained Biju K., secretary of tourism for the state of Kerala. Despite its modest scale, it really shines among our most creative, attention-grabbing campaigns, all executed with a touch of humour and creativity. None of that is extraordinary compared to the surprise arrival of the fighter jet. It promotes the state’s abundant variety, from its classical dance traditions to splendid temple festivals and spicy cuisine.
Kerala of course has plenty going for it – its natural beauty, stretched on the south-western coast of India, makes the state a dream travel spot. Visitors can immerse themselves in a host of enriching experiences, like traversing picturesque backwaters or sampling mouth-watering local delicacies. The state’s strong long-term commitment to tourism promotion has caught the attention of industry watchdogs. Roy Mathew, the director of Stark Communications, echoed those sentiments on tourism. He said, “Even though we’re still a government agency, tourism has really gone beyond government space in terms of marketing the destination.”
Even the F-35 itself has jokingly weighed into the discussion over its fate. An AI-generated quote attributed to the fighter jet read, “I don’t want to go home. Recommend 100% ! ! ! This cheeky line introduces a refreshing element of subversion to Kerala’s otherwise formulaic tourism script.
