Sri Lanka invests in global PR & advertising

Cabinet has approved a sum of Rs 915 million for Sri Lanka Tourism to invest in a global PR and advertising campaign for the next six months.

Cabinet has approved a sum of Rs 915 million for Sri Lanka Tourism to invest in a global PR and advertising campaign for the next six months.

Chairman of the SLTPB, Kishu Gomes said they have decided to invest a sum of Rs 500 million for advertising and Rs. 415 million for PR to help the country reposition itself as a top tourist destination. Wunderman Thompson Sri Lanka, the agency that created the initial brand campaign ‘So Sri Lanka’,  has been chosen to drive advertising promotions. The name of the PR Company is yet to be disclosed.

“We hope to work alongside these companies and identify countries and markets where we can implement promotional activities to boost Sri Lanka tourism in the next few months,” Gomes said at a press conference.

Sri Lanka Tourism along with regulatory authorities SLTPB and SLTDA are working on several initiatives to revive the country’s struggling tourism sector. On June 14, they launched a promotional package to attract more visitors from India, Sri Lanka’s top source market. They also hope to introduce a similar campaign to appeal to Chinese visitors.

Gomes revealed that in terms of promotional activities they will participate in 25 travel exhibitions, 18 road shows and 9 consumer engagements across different countries in the upcoming months. SLTPB also plans to visit and meet representatives of countries that are not included in these exhibitions in order to promote tourism.

In addition to focusing on conventional marketing strategies, the promotion bureau also plans to improve Sri Lanka’s social media presence by bringing down well-known social media influencers and bloggers.  Their role will include creating brand awareness around Sri Lanka as well as reinforcing the message that the country is safe and ready to welcome visitors.

Gomes informed that the CEO of Lonely Planet has expressed interest in visiting Sri Lanka and they hope to facilitate this visit soon. He added that the promotions bureau is deliberating over a proposal they have received for a festival covering key tourist locations which will include the participation of world-renowned celebrities and icons from different fields.

“Right now we are considering all options and avenues that will boost Sri Lanka Tourism,” he concluded.

Hospitality Insider Issue 4