Chhattisgarh Tourism 'Full of surprises' campaign

The 360-degree advertising has been promoted under the Incredible India! umbrella

Neha Saraiya | Delhi | January 4, 2012

The young state of Chhattisgarh has unveiled a 360-degree advertising campaign targeted specifically at high net worth individuals (HNIs). The campaign, with the tagline 'Full of Surprises', spans print, television, radio, web and social media, and has been allocated a budget of Rs 7 crore for financial year 2011-2012.

Ashutosh Sharma, Media Consultant, Chhattisgarh Tourism Board (CTB), said, “We did some research which showed that travelling is a costly proposition for any tourist, be it from any metro. It goes up to Rs 80,000 to Rs 1 lakh for a family of four. By default, we have to target people who have fatter pockets to afford such domestic holidays. So we thought of targeting HNIs who have been around the world and are looking to explore some new destination. Accordingly the media has been defined.”

The campaign portrays the true spirit of the state with its almost 2,000-year-old heritage with nature as its central theme. The campaign attempts to go beyond physicality to enable the travellers to rediscover themselves in the state. Even the fonts and look of the campaign relate to the life of a traveller which is full of surprises.

The campaign that kicked off in September is already in the last phase of completion with its soon to be launched TV commercial. Chhattisgarh Tourism Board has also collaborated with Live Media to reach out to audiences that are less visible on the traditional medium. For print ads, the board has adopted the route of magazines like Fortune and Business Today along with travel magazines including India today Travel Plus and Outlook Traveller.

The campaign has also taken the outdoor route in like Delhi, Mumbai, Kolkata and Ahmedabad. It's also on travel portals like Makemytrip.com, yatra.com and Travelocity.

To gain traction with international tourists the campaign is being pushed in markets like Germany and the UK, for both B2B and B2C consumers.

Sharma declined to disclose the name of the creative agency, primarily because of the multiple agencies involved in the campaign. He said that going forward, CTB expects to step up their advertising spend by 20 per cent this year.

The campaign:

Neha@BestMediaInfo.com

Info@BestMediaInfo.com