JKH-led, Sri Lanka promo at glittering Miss China finals
View(s):Cinnamon Hotels and Resorts is leading the way with a Sri Lankan promotion at the glittering Miss China Universe finals in Shanghai on September 13 – succeeding through its new strategic marketing formula.
The event, expected to attract many international celebrities, envisages a saree show by a Sri Lankan designer, a dance performance and the auction of a blue sapphire in the Sri Lanka segment.
John Keells (JKH) signature hotel brand got the opportunity under a new strategy of promoting signature events which provides a platform to promote brands and the destination, according to JK Hotels Vice President – Brands Dileep Mudadeniya.
JK Hotels is in some aggressive branding events this year including the Miss India finalists’ tour, the Miss China finalists’ tour, the Miss France finalists’ tour, the forthcoming Asian Travel Bloggers conference and the Treasure Hunt later this year.
The Miss China finalists and the accompanying 15 journalists in a tour group of 50 will be in Sri Lanka on August 26- September 1. He told the Business Times that JKH was using unconventional means of marketing the country. “People do not believe traditional modes like print ads and 30 minute commercials anymore. UGC (user generating content) is what people believe in and through social media which they relate to,” he said.
Mr. Mudadeniya said that while the government in any country would be involved in promotion, the private sector also needs to step in at some point.
This, he added, is how the industry operates in countries like India or the Maldives while in France, which doesn’t have a state tourism promotion board, it’s the private sector that drives country promotion.
“The strategy through our signature events is to build multiple platforms which give us pre- and post- marketing and substantial coverage,” he added.