Sri Lanka to unveil new tourism tag next month says Minister
Daily FT: Sri Lanka Tourism will unveil a new brand identity next month, to mark a fresh approach to destination marketing after five years.
“The current brand identity, ‘So Sri Lanka’ will be changed and the teaser of the new campaign will be unveiled in July. Work is underway for the digital marketing strategy and we hope that the main campaign will be launched towards the end of the year,” Tourism Minister Harin Fernando said.
Following a competitive bidding process where three companies pitched for the creative and strategy development, Phoenix Ogilvy has been awarded the tender at Rs. 60 million for one year.
The Daily FT also learns that the evaluation process to select another company for digital marketing is also underway and upon finalising the two companies for the promotions, Sri Lanka Tourism will likely roll out its five-year destination marketing blitz.
Fernando said it was important for the Sri Lanka Tourism Promotion Bureau (SLTPB) to focus on an impactful and effective branding to boost the destination Sri Lanka in the next five years. On 5 November 2018, Sri Lanka Tourism launched its brand identity ‘So Sri Lanka’ coinciding with the World Travel Market (WTM). But thereafter, the country’s tourism sector was hit by multiple unprecedented events from the Easter Sunday attacks, the COVID pandemic and the economic crisis.
“Changing the tourism tagline has had no impactful outcome on Sri Lanka Tourism, against the competitive countries, without a proper tourism product mix. This time, we have considered all aspects for an effective marketing campaign,” Fernando added.
It will roll out a fully-fledged campaign starting early next year.
The Minister envisages that tourism will flourish to be the most significant sector contributing to the economy.
The tourism industry has become one of the fastest growing sectors in Sri Lanka following the challenges posed by the global pandemic and the economic crisis that followed. The launching of the new tourism tag is also expected give a boost to the tourism industry. The growth and business potential in Sri Lanka’s tourism industry is seen by the interest expressed by foreign leisure and hospitality brands to enter into the industry. Local businesses also engaged in the tourism industry have started to invest in refurbishment and expansion programmes. Therefore, foreign businesses/investors could confidently explore the growing opportunities in Sri Lanka’s tourism industry, especially in the leisure and hospitality sectors.
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