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
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
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
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.