With the tag line ‘Full of Surprises’, Chhattisgarh Tourism Board’s ad campaign is targeted at high networth individuals (HNIs). The seeks to showcase a traditional culture, almost 2,000 year-old heritage, and nature at its best.
A relatively new state – Chhattisgarh was formed in the year 2000 – it is not a well-frequented tourist spot, hence the state offers a destination for tourists looking for newer places to explore within India, as informed by Ashutosh Sharma, consultant to the Chhattisgarh Tourism Board.
An ad campaign is being rolled out in print, television, radio, web and on social media. The advertising and marketing expenditures have been budgeted at approximately Rs 7 crore for a period of six months. Going forward, Sharma informed, there would be around 20 per cent hike in ad spends in 2012. The objective of the campaign is to attract domestic and international travelers and to undertake a focused programme to build awareness.
For the print campaign, publications like Fortune, India Today, Business Standard, Outlook Traveller, Femina and so on are being targeted.
In the television sphere, Chhattisgarh Tourism Board has tied up with the CNBC Travel Awards. The Board has also associated with FoodFood channel to do a series on the cuisine of Chhattisgarh. The objective is to promote the forest and local produce of the state.
Meanwhile, an international campaign is also underway in Germany and the UK to encourage more visitors from those countries.
An outdoor campaign is currently underway in cities like Delhi, Mumbai, Nagpur, Kolkata and Ahmedabad.
Sharma said, “Efforts have been made to give a different look and feel to the campaign. The objective is to promote the state per se and not any particular destination. We are highlighting the culture of the state, Buddhism, the water bodies in the ad campaign.”
The current ad campaign commenced in the third week of September 2011. Meanwhile, a television commercial is also being planned and is slated to break soon.
When asked about the issue of Naxalism in the state, Sharma stressed that no tourist had been attacked by the Naxals. He maintained that the problem of Naxalism existed in just 5 per cent of Bastar district, an area of roughly 1,800 sq km of the total 36,000 sq km that is Bastar district.