Kerala Tourism department has been aggressively promote the state’s lush locales and scenic pastures on social media, right from Facebook and Youtube, to even Whatsapp. And now, the department has taken to Instagram, promoting the state via the hashtag #visitkeralafuntrip.

Developed by FCB ULKA for Kerala Tourism, the ‘Visit Kerala Fun Trip’ is an interactive game that engages users. “Instagram is a visually-fed social media that communicates solely through visual formats and what better way to promote Kerala’s scenic pleasure than Instagram?” quips Sareesh Jameskutty, branch manager at FCB ULKA’s Kochi outfit.

Starting from the Kerala Tourism account where the link to the game is provided in the bio, it requires users to travel from one account to another by clicking on the tags that appear on the photo when tapped. As they transcend from one account to another, they are treated to visual spectacles that unravel Kerala through cleverly drawn caricatures.

When the game ends at the last account, the player is directed back to the Kerala Tourism website, where he can fill his entry for the Visit Kerala Fun Trip competition- an all-expense paid trip sponsored by the Governement of Kerala. The competition is a photo contest capturing the essence of Kerala, along with a description of the said photo.

“The response to this interactive game has been massive, with numerous entires dropping in per day,” says Sareesh.

“Kerala Tourism is  brand that can do immensely well on Instagram, due to the sheer scope of visual presentation,” he adds.