Chattisgarh Tourism Board on advertising spree

It plans to spend about Rs 1 crore on out of home; the 360-degree campaign also includes television, print, radio, web, social media and activations.

The Chhattisgarh Tourism Board (CTB) has rolled out a 360-degree advertising campaign in October across various media including television, print, radio, web, social media, outdoor, events and activations. The total budget for the entire campaign is Rs 7 crore.

The creatives of the campaign highlight the state's 2000-year old culture and heritage by showcasing images of tribal dance, natural beauty, historic monuments and wildlife. Spread over six months, the campaign will portray the spirit of the state centred on the pride factor, signified by the 'I' in the print and outdoor creatives, along with the tagline, 'Full of Surprises'.

Ashutosh Sharma, media consultant, CTB, says, "Through this campaign, we are trying to build awareness and attract domestic as well as international travellers. The campaign aims to highlight the cultural heritage and tradition of the state."

CTB has also collaborated with Live Media to reach the audience at restaurants and other places.

The outdoor campaign is spread across seven cities such as Delhi, Mumbai, Kolkata, Bengaluru, Chennai, Nagpur and Ahmedabad. About 15 per cent of the total budget has been allotted for the outdoor campaign. Sharma adds, "There will be about 20 per cent hike in ad spends in 2012."

The print campaign spans publications such as Fortune, India Today, Business Standard, Outlook Traveller and Femina. For television, the board has tied up with CNBC Travel Awards. Also, CTB has associated with Food Food channel for a programme on the cuisine of Chhattisgarh, with an objective to promote the forest and local produce of the state.