Tourism industry “No No’s” John on CNN campaign
Amidst opposition from the tourism industry, Tourism Development Minister John Amaratunga is likely to forge ahead with an advertising campaign on CNN costing US$650,000. This will be an interim campaign as the digital campaign continues to be further delayed despite the sacking of the Promotion Bureau (SLTPB) Chairman Udaya Nanayakkara who was cited as the reason for the process being held up.
Industry leaders opine that what is required today is fast-tracking the digital marketing campaign in a bid to boost tourist arrivals to the country and not an advertising campaign on international news media channels that was unlikely to reach its target audience.
Minister Amaratunga had proposed to the industry at various forums to carry out this interim campaign to which the industry had opposed noting that “it is not the proper thing for the destination.”
It was pointed out visitors from Sri Lanka’s source markets like Germany, UK, France, China and India were not viewers of CNN.
The industry had also informed the minister that it would be better to hold onto that money, and come up with the digital plan.
While one industry leader told the Business Times that “we have said this as strongly as possible,” another industry personality explained that “CNN is watched by businessmen not the consumers that we target.”
This interim campaign is being proposed since the digital campaign is getting delayed and the industry has also agreed to this proposal, Sri Lanka Tourism Promotion Bureau (SLTPB) Managing Director Sutheash Balasubramaniam told the Business Times.
He noted that the Prime Minister Ranil Wickremesinghe had about two weeks ago also asked to look at other “good names” of media channels as well to carry out the advertising campaign since the CNN campaign had obtained approval from the Cabinet Committee on Economic Management (CCEM).
CNN is expected to produce the content on their own through their agencies in Colombo and is expected to carry out the advertising campaign everyday for three months.
Minister Amaratunga told the Business Times said that this CNN interim campaign was mooted since the digital campaign is getting delayed due to bureaucratic procedures.
And he explained that after the CCEM approves it, cabinet would definitely agree to this proposal and there was no need for board approval. The minister noted that the new chairman for the SLTPB would be appointed after the election concludes.
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