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Chattisgarh Tourism Board on marketing offensive, ad films and new logo launched

09-January-2004
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Chattisgarh Tourism Board on marketing offensive, ad films and new logo launched

Chattisgarh Tourism Board (CTB) has initiated a major marketing blitz to promote its brand, with the launch of an all new logo and ad films by the state Chief Minister Dr. Raman Singh and the Minister for Tourism Brijmohan Agarwal in New Delhi yesterday.

The all new logo has the byline - Full of Surprises. This will be the baseline for CTB. The logo is strong, bold with a little bit of geography, giving the outline of the state. It is in line with CTB's underlying strategy to market Chattisgarh as a land of surprises. Initially only three of these surprises figure in the brand building exercise. These include Chitrakote waterfalls, the biggest in the country, Indira Sangeet Vishwavidyalya, Asia's only exclusive university of music and rare Bastar Hill Mynah. The three short commercial films have been made to highlight these surprises. CTB has worked with Euro RSCG Advertising to develop the scripts for the film, directed by Adfilmvalas.

Dr. A. Jayathilak, Managing Director CTB told exchange4media that these TV commercials will be shown on Discovery and National Geographic Channels. Also these commercial films will be shown through overseas Tourism offices of the Indian government for brand building of Chattisgarh Tourism.

In fact Dr. Jayathilak, the former MD of Kerala Tourism, responsible for creating the most popular 'God's Own Country' campaign is the man behind the new marketing and communication strategy of Kerala Tourism. The whole marketing and communication strategy according to Dr. Jayathilak revolves around first creating awareness about the state rather than driving tourist traffic. Simply because the new state of Chattisgarh, earlier a part of undivided Madhya Pradesh did not find a place in the product development or promotion.

Being a new state Chattisgarh is yet to find its niche. So, its initial tourism promotion strategy focuses on integrated development of a specific tourism area and a specific tourism circuit. The CTB is also documenting the lesser known or unknown aspects of Chattisgarh for suitable projection later.

According to Dr. K.K. Chakravorty, Additional Chief Secretary Tourism, their brand development strategy has been designed around promoting mass domestic tourism in a big way rather than concentrating on 5-star tourism.

The marketing strategy of CTB, according to Dr. Jayathilak revolves around joint marketing of tourism products with other states.

Conducting Special tourism surveys, distributing publicity material, participating in national and international tourism fairs, launching tourism portal, touch screens, multimedia, CD Roms etc. are other major highlights of the marketing plan.

Along with the marketing offensive to promote Chattisgarh's tourism brand, the tourist infrastructure is being developed in a big way. According to Dr. Raman Singh Chief Minister of Chattisgarh, all major tourist destinations of the state are being linked with a road network at the cost of Rs. 1050 crore. State-of-the-art convention centres, hotels, amusement parks, malls, multiplexes and golf courses will also be developed to woo business travelers visiting Chattisgarh.

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