Tourism department plans ad blitz to sell Orissa

BHUBANESWAR: The Orissa Tourism has launched an aggressive media campaign to reach out to domestic and foreign tourists. Though the State has a vast bouquet of tourist products and draws, the tourist inflow continues to be poor in the absence of proper marketing and branding. To address this, the Tourism Department has charted several plans to promote Orissa at the national and the international events.It has sought professional help of internationally-reputed creative agencies for three years to create a roadmap for packaging and promoting tourism products of the State to high-end tourists. Tourism Director T Ao told this paper that the Department had sought help of seven creative agencies of which Ogilvy & Mather has been roped in for media packaging, international advertising and marketing of various tourist places in the State. The agency on its part will also bring in reputed travel channels like Discovery Travel & Living and National Geographic for filming and broadcasting shows on the tourism spots. “Ogilvy & Mather will also help us represent the State at national and international tourism events,” Ao said.This would not only help the Department in tapping the international tourism market but also create a brand image for the Orissa Tourism. Besides, the Department will soon start a new sensitisation programme _ Atithi Devo Bhava (Guest is God) _ aimed at changing the mindset of people of the State towards tourists. Ao said very often tourists are seen being harassed by locals. “Through this programme, we would create awareness among everyone, from people at the grassroots to the hoteliers, about the importance of tourism,” he added. The Department will also urge the private players like hotel owners and tour operators to play a proactive role in the development and promotion of tourism products.