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The case provides a detailed description of how Kerala, a small state situated in south India built a global reputation as a ''brand'' over the years, as a tourist destination. The state''s humble beginnings and its gradual attainment of the position of the world''s top 10 paradise destinations is explored in this case. The different marketing initiatives and media mix used by the state for tourism promotion have been examined. The case also touches on the differences between the attempt to brand India as a tourist destination and Kerala''s initiatives to brand itself and attract tourists. After reading the case, students are expected to: (1) understand the importance of branding a place to successfully promote it as a tourist destination; (2) understand the marketing strategies and the media mix a state, or country (or any other place), can adopt to successfully create a brand for promoting itself as a tourist destination; (3) understand how a tourist destination can identify its unique selling propositions and positioning for marketing itself to local as well as global customers (tourists); and (4) get an idea of the brand building initiatives taken up by countries like Malaysia, Thailand, Dubai, Mauritius and Singapore to promote themselves as tourist destinations. The case is intended for MBA/PGDBM level students as part of the marketing management curriculum. The teaching note does not contain an analysis of the case.