Ogilvy & Mather to do branding campaign for Diu & Daman tourism

28 Jul,2014

By Vishal Dutta

 

Diu & Daman, the Union territory located near Gujarat’s coastline, will promote itself as tourism destination through a branding blitz to be led by Ogilvy & Mather. The Centre has raised the budget allocation from Rs 550 crore, two years ago, to Rs 1,460 crore.

 

“In the first week of August, we will unveil a logo for Diu & Daman Union Territory” said Bhupinder S Bhalla, Administrator, UT of Daman & Diu. The union territory is mainly flocked by tourists from dry Gujarat looking for liquor. The new plan will have other tourists interests too.

 

“We will release the Vision 2020 document for Dadra & Nagar Haveli,” said Mr Bhalla, who was on a visit to Ahmedabad to unveil its first dedicated cycle track in Diu. Already 4.2 km has been build and 7 Km would be completed by 2014 with an estimated cost of Rs 37 crore that would provide connectivity between almost all parts of the city. Similar kinds of projects for Daman and Silvassa have also been planned.

 

Mr Bhalla, who took charge as Administrator of both the Union Territories in September 2012 and approximately around the same year, when the Union Government increased its annual budget allocation from Rs 550 crore to Rs 1460 crore, he aggressively pursued to increase the infrastructure quality of the UT areas in Daman and Diu and Dadar Nagar Haveli (DNH).

 

He said that about Rs 400-500 crore has been spend on islands infrastructure upgradation in last two years that includes old and new roads, bridges and other infra projects. While he had awarded long-term (10 to 20 years) solid waste management collection contracts to private players in DNH, the tendering process of Diu and Daman islands would soon get completed.

 

Modern underground sewage system and solid waste management system will be implemented to develop the region. Silvassa, the capital city of Dadra and Nagar Haveli (DNH), has seen Rs 200-crore investments for tourism projects that include Rs 100 crore for a river front project on Daman Ganga.

 

“I have to struggle to make others identify the island. Most of them believe that it’s near to Goa, while the reality is that it’s near to Gujarat” said Mr Bhalla. He further adds that Daman & Diu and Silvassa did not do much for developing tourism, but it developed on its own as a tourist destination mainly for the local population from Gujarat.

 

“But now we intend to make a serious attempt to develop it as a tourist destination that matches global standards,” he said adding that the purpose of having a tourism promotion campaign and branding is to increase the average number of days stay from 1.7 days to 3 days for the tourist, but that can be achieved only if the infrastructure facilities are better in the island.

 

Daman & Diu and Dadra & Nagar Haveli were under Portuguese rule till 1961.

 

Source:The Economic Times

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