Sri Lanka rolls out first global marketing campaign in 15 years – ‘You’ll come back for more’
Daily FT: Minister Harin Fernando has urged the private sector to be innovative and lure more tourists as the Government’s role was only to ensure an enabling environment.
His call to the tourism industry was made at the launch of Sri Lanka’s first ever destination marketing campaign in 15 years titled ‘you’ll come back for more.’
Award winning creative agency Ogilvy developed the campaign based on multiple insights including that over 30% of tourists coming into Sri Lanka are repeat travelers.
Fernando said Sri Lanka has been resilient to attract 1.5 million tourists this year and the plan is to target 2.5 million tourists next year.
“Sri Lanka has done so well on its own, thanks to the industry who have actually spearheaded all the campaigns on their own,” said Fernando urging the industry and other stakeholders to promote the new campaign.
”The Government is only there to facilitate. The Government is not there to do business. It is up to the industry to come up with new fresh thoughts, ideas to face the challenges and the Government will be there to help,” Fernando told the launch attended by leading hoteliers, inbound tour operators, airlines, diplomats and media. “Let’s promote a positive message. Let’s take this deep into our hearts as all Sri Lankans, let’s show the world what Sri Lanka is all about,” he added.
He expressed satisfaction with the new brand campaign which will be rolled out extensively from early next year. Tourism Minister Fernando who also holds the additional portfolios of sports and youth affairs said he is keen at empowering youth and promoting youth tourism.
Sri Lanka Tourism Promotion Bureau Chairman Chalaka Gajabahu said the new campaign will be done in three stages. The first initiative is the on-going ‘Checking in’ campaign until February which will tell Sri Lanka is ready to welcome the whole world with the country returning to stability. The subsequent stages will further expand on the core message ‘You’ll come back for more’ and widely promoted among major source markets of Sri Lanka Tourism.
Ogilvy and Mather Sri Lanka CEO Sudesh S. Moorthy enlightened the industry with the rationale for the theme, the campaign and its roll out.
OSL take:
Sri Lanka’s latest tourism promotion campaign is expected to further boost the already growing tourism industry in the country. The country’s tourism industry is back on the growth path after facing the many challenges faced by the industry following the global pandemic and the economic crisis that followed. Since the tourism promotional campaigns carried out by local authorities in key tourist source markets have yielded positive results with the international media identifying Sri Lanka as a must visit tourist destination, the latest campaign is bound to give a further impetus to the industry. All these are indicative of the expanding business/investment opportunities in the country’s tourism industry, especially in the leisure and hospitality sectors, as well as in the development of infrastructure and supplementary infrastructure facilities required by the industry in order to meet the growing demand. With Sri Lanka looking at making Sri Lanka a tourist hub on Sri Lanka while exploring new tourism concepts, the expanding tourism industry indicates a growing business potential. Foreign businesses/investors could therefore confidently explore the expanding opportunities in Sri Lanka’s tourism industry.
| Article Code : | VBS/AT/20231212/Z_2 |