CIM hops aboard CNN blitz
View(s):The Government is planning to co-opt the Chartered Institute of Marketing (CIM) as an advisor on how to market Sri Lanka Tourism as part of the media blitz on CNN, informed sources said.
Earlier the Cabinet Committee on Economic Management (CCEM) had approved the campaign on CNN and it was thereafter sent to the board for approval to ensure that the funds from the Treasury could be obtained in this regard.
Attempts by industry leaders to stall this advertising campaign on CNN by informing higher-ups in the government had proved futile.
The bureau was told by the government that due to procedural delays in the implementation of the digital campaign of Sri Lanka Tourism this advertising campaign needed to get underway.
Moreover, the digital marketing campaign has now shifted from the previous March deadline to April for its implementation.
The Cabinet has authority to overrule board decisions and it is said that as a result of this the bureau’s approval was sought with the aim of securing funding for the campaign from the Treasury.
Tourism Development Minister John Amaratunga had previously stated that they also had the intention of advertising with India Weekly, Al Jazeera, BBC and CCTV.
The sources said the industry believes that advertising on these channels would not target the audience they wish to capture who would travel to Sri Lanka.