To bolster tourism, Odisha rebrands itself with ‘Odishaaah!’ campaign

The state is utilising all avenues of marketing & advertising such as digital, OOH, Radio, TV, social media to promote the latest campaign

e4m by Anjali Thakur
Updated: Jan 22, 2020 11:32 AM
Odisha Tourism campaign

Odisha Tourism has unveiled its 'Odishaaah!' campaign in order to rebrand itself both nationally and internationally. The campaign is aimed at projecting unexplored yet marvellous destinations of the state.

The state is utilising all avenues of marketing and advertising like digital, ooh, radio, TV, social media to promote its campaigns.

Vishal K. Dev, IAS, Commissioner and Secretary, Odisha Sports & Odisha Tourism in a conversation told us that through this campaign, they want to promote Odisha as a tourism destination and want to make sure that unexplored spots are part of this campaign. “Odisha has been lesser known for tourism when compared with other states but this has changed over the last two years. We have received record footfalls in both national and international visitors. We want to invite tourists to explore India’s best-kept secret. We also need more per-capita expenditure from tourists for the sector to grow exponentially. We have one of the longest coastlines in the country and some of the beautiful tourist destinations. Activations such as the Marine Drive Eco Retreat, give a huge facelift to Odisha,” he said.

Vishal K. Dev, IAS, Commissioner and Secretary, Odisha Sports & Odisha Tourism

 He stated that many renowned personalities like former cricketer Anil Kumble and singer Papon are creating buzz around the campaign and planning a stay at the retreat.

Dev also highlighted that a lot of hard work has gone into this campaign. He shared, “Right from articulating the vision down to its specifics, to bringing about interdepartmental and multi-stakeholder consensus on the vision, to procuring the services of an experienced event curator, to planning the project development including resource mobilisation and infrastructure works, a lot of intellectual, human and technological dedication has gone into it.”  

Adding, “Similarly, when we did our sports tourism campaign “Odisha by Morning, Hockey by Evening” during the Hockey Men’s World Cup in 2018, we were praised both nationally and globally.”  

As a matter of fact, the response for this campaign has been overwhelming with more than 75% occupancy. From influencers, celebrities to foreign tourists everyone is talking about it, Vishal stated.  

 A 360-degree campaign has been implemented to promote the Marine Drive Eco-Retreat, Eastern India’s first glamping festival, via print, radio, OOH, digital and social media both nationally and globally. Also, the word of mouth has also helped the campaign to gain momentum.

“For the promotion and publicity of the Eco Retreat, an investment of INR 6 crore under the budget head of publicity and promotions has been made,” Dev revealed when asked about kind of investments made for this campaign.  

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