EXPERIENCE

CHHATTISGARH
Explore the Unexplored

9/15/2011

Facebook Page Link : http://www.facebook.com/ExperienceChhattisgarh

Submitted By : Team Yoddha (SCMHRD)

Abhimanyu Garg Abhimanyu_garg@scmhrd.edu 9730150627

Jitendra Solanki Jitendra_solanki@scmhrd.edu 9860042695
Karma Sherap Bhutia Karma_bhutia@scmhrd.edu 9860851966
Tarun Vir Singh Tvs_banga@scmhrd.edu 7709512753
Without a doubt it can happen to all of us at some point of time. There you are quietly sitting in your hotel
room or lounge at home, your mind busy with something other than watching the television, and without
you really even noticing, the room is suddenly filled with a series of distinctive chords of music. Before you
know it you find yourself quietly humming to yourself: “EXPERIENCE CHHATTISGARH : Explore
The Unexplored”, picturing the unspoilt green forests, dotting with waterfalls, scenic plateaus and rivers
offering a feast to eyes. The caves and forts provide a glittering view of the picturesque Chhattisgarh.
Myriads of wild lives hide in the forests of Chhattisgarh, which occupy a huge 42% of the state's land
surface and last but not the least important to mention is the lure of exotic tribal life.. Technically speaking
you may have not even seen the television screen. All you have heard are the first bars of music. And you
are transposed to this place, a place which reminds you of how badly you need a holiday and offers a very
enticing suggestion of a destination. That is the power of Destination Branding.

THE SCIENCE BEHIND THE BRAND

A brand has a personality of its own. Through communication, the brand gradually builds its character. The
way it speak of its products or services shows what kind of person it would be if it were human. An easier
way to build personality is to give the brand a spokesman or a figurehead; whether real or symbolic.

Through its presence the brand needs to showcase the destination to the world, making the desired
connection with target audiences.
Ultimately the destination brand seeks to speak to two priorities to audiences:
1. The Traveller
2. The People of the Destination

The Traveller

For Tourists, the destination (Chhattisgarh) needs to act as a source of identification of not only the
destination name, it needs to be a reflection of the destination’s character and promise of “the traveller
experience” – the beauty and intrigue of places to be seen, the cultural pageantry of people to be met, the
range of local activity to become a part of, the spirit of the destination to be felt. The Chhattisgarh brand
needs to act as both an invitation to the destination and an encapsulation of the unique experiences which the
tourists can come ‘touch’ for them.

The People of the Destination

For the people, the Chhattisgarh Brand represents a symbol of the destinations
DNA. The Chhattisgarh Brand needs to acts as a unifying force, aligning all the people of the destination
behind all that it has to celebrate in its:
1. Culture 2. Spirit 3. Personality 4. Future aspirations
The Chhattisgarh Brand must therefore work to unite and inspire the people of
Chhattisgarh to proudly serve in their own way as hosts of visitors to Chhattisgarh, be they formally a part of
the tourism industry or simply because they call the Chhattisgarh ‘Home’.

The 6I FRAMEWORK

We have developed the 6 I’s framework that comprehensively captures all the various dimensions of
Chhattisgarh’s tourism branding initiatives. The 6 elements of the framework are: Inform, Invite, Indulge,
Implement, Involve Safety and Integrate.

1. Inform

The foremost activity that starts with our tourist lifecycle is building the Chhattisgarh brand through various
marketing and promotional activities. The use of various electronic mediums, info. centres etc will provide
the all updated tourism related information about Chhattisgarh. Visitors should be informed about the
various tours and packages, attractive places to visit, travel facts, travel planner and various
events/fairs/festivals/activities being held.

2. Invite

The first impression is the best impression. So our focus will be to facilitate all the visitors with a warm,
cordial, generous reception and kindness on arrival in traditional Chhattisgarhi style. Trained and qualified
staff from Chhattisgarh Tourism Department will be deployed to create a positive mind-set and create a
visitor-friendly attitude. These will be the basic set of etiquettes to treat all the visitors.

3. Indulge

The next phase is to engage our tourists through various tourism packages showcasing the cultural heritage,
the wildlife, the tribal and the adventurous aspects of Chhattisgarh. The memorable experience the tourist
carries back with themselves flows from the positive experience the tourist had. This would promote word
of mouth publicity for the place and it will help in bringing more visitor inflows.
4. Implement

Holiday tourists look for a comfortable accommodation and basic facilities during their travel which
together leads to a quality experience. In order to ensure constant influx of visitors, we will make sure that
the core infrastructure and tourist amenities such as toilets, shops, parking facilities, approved guides, and
tourism police for complaints are in place.
5. Involve Safety
The security of tourists and environment management is a critical requirement for ensuring protection and
sustainable development of tourism in Chhattisgarh. The safety of tourists will be ensured by deploying
trained tourism police as well as trained staff at every tourist touch-points. Apart from training workshops,
training CDs would be provided for this.
6. Integrate

Cooperation between the state and private sector in tourism development would be required to bring in the
synergy. In order to initiate positive regional co-operation measures with central states, joint promotional
strategies by various Central States will be initiated in the international market to promote Central India as
an important destination. Feedback will be received through direct interaction with the domestic and foreign
tourists on their departure from Chhattisgarh, on the dimensions that form ‘travel memories’.

PROMOTIONAL METHODS AND MEDIUMS

Chhattisgarh Brand Slogan (Experience Chhattisgarh : Explore the Unexplored)

In building the brand communication, it is essential to maintain a “ONE VOICE, ONE MESSAGE”
approach. Various mediums can be used in the same. The message of Experience Chhattisgarh, Explore the
Unexplored needs to be deeply embodied into the minds of the consumers. It is also essential to make sure
that we continue to build and sustain the brand through various mediums to reiterate the Chhattisgarh brand
into the minds of the travellers.
 1. Quality promotional materials
The promotional materials can be in the form of CDs, videos, presentations, brochures of the highest
quality, technology and style. A series of brochures and CDs can be created to cover the major aspect of the
state. It can also be provided to other stakeholders like hotels and tour guides so that a single message is
given to the travellers. The CDs materials can also be promoted in the YouTube and Facebook.
2. Advertising focus on source markets
To enable value for money spent on promotion, the state should focus its advertising efforts on key source
markets and identified tourist segments. Advertising in regional TV channels will create more impact and
also be cheaper than most national broadcasts. This can be done mainly in states like West Bengal, Tamil
Nadu etc which forms the major part of the domestic tourists.
3. Participation in international fairs
Participation in international fairs can help build customer base and act as a platform for providing
information to foreign tourists.
4. Chhattisgarh Travel Mart (CTM)
CTM will mainly host tour operators and media and provide them with the latest informative plans that can
be implemented in the tourism field. It can act like a PR front for the state. Here the tour buyers and
operators can meet and discuss on destination and packages plans and pricing rates.
5. Attractive& dynamic website
The soul of a website will be the message “Experience Chhattisgarh, Explore the Unexplored”. The website
needs to provide the basic travel information requirements and CTM’s. It should be translated into various
languages especially for foreign tourists. Also GPS maps can be provided. As already said, the promotional
videos will be embedded into the website for experience and also dynamics will be maintained.
6. Well-planned Tourism Information Centres
Tourist information centres (TIC) at entry points like airports, railway stations, bus stations and key
destinations can be created. The TICs will be manned by personnel who are well trained by the government
tourism department. The information centres are to be fully equipped with all information pertaining to the
state and also perform facilitatory services on demand. In addition to the TICs within the state, TIC’s will
also be available at key metros including Kolkata, Delhi, Mumbai Chennai and the tourist state of Goa.
7. One-to-one Interactions with Tour Operators
Random information dissemination should not be used and focus needs to be in where, how and to whom
to give the information. Marketing agencies of the state need to maintain personal and direct interaction
and on-going relationship with international tour operators, integrating the relationships built during
international and domestic trade shows and travel marts. It can be a key strategy of the state where by
information dissemination is focused on specifically targeting the selected market and segment.