Which state’s tourism recently won the PATA Gold Award 2024 for innovative ‘Holiday Heist’ campaign?
Kerala
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Kerala Tourism won the PATA Gold Award 2024 for its ‘Holiday Heist’ online contest in the Digital Marketing Campaign category. The campaign, launched in July 2023, used a bidding game on the WhatsApp ChatBot ‘Maya’ to attract tourists. Over 80,000 bids were made by travellers across India to visit Kerala’s prime destinations at low prices. The campaign generated more than 45 million impressions and over 13 million video views. Some participants won tour packages worth ?30,000 for just ?5. Kerala Tourism received the award in Bangkok on August 28, 2024.
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