“So Sri Lanka” – white elephant in political circus
The country’s newest Rs.1 billion tagline “So Sri Lanka” set to propel the destination as a unique travel hotspot has turned into a white elephant with the campaign coming to a virtual standstill, tourism industry specialists complain.
The post-publicity campaign following the launch of Sri Lanka’s latest travel campaign “So Sri Lanka” is currently on hold following the political changes since October 26 since no payments can be made for its continuation.
Post-launch of the campaign, the publicity programme is currently on hold due to non-payment of dues to JWT, the campaign designer.
Advertising agency JWT has been promised a sum of Rs.314 million for its creative work and of that only 20 per cent has been paid.
Though monies had been allocated for these and had received approvals prior to the launch of the campaign it is learnt that when the bills are made the respective boards of the tourism related institutions have to ratify these to make the payments.
In this respect, the Sri Lanka Tourism Promotion Bureau (SLTPB) even by Thursday had no subject Minister after former Tourism Minister Vasantha Senanayake submitted his resignation, less than a week in the job, and crossed back to the United National Party.
Another aspect of the “So Sri Lanka” campaign was the completion of an animal film to be produced by a UK film crew due in the country but has not arrived due to the institution’s inability to pay the bills.
Moreover, the post-publicity campaign that was scheduled to be carried out in the respective markets and via the media that would air and advertise the “So Sri Lanka” slogan through television, social and outdoor advertisements to make it world renowned have also come to a standstill.
The “So Sri Lanka” tagline has been included as part of the digital campaign that has already got underway in the five respective markets of India, China, UK, Germany and France. However it should be noted that this key campaign was expected to be showcased in 15 markets that would include Australia, Russia, West Asian, Scandinavian, Benelux and Eastern European countries as well. This is now on hold due to the inability to make the relevant payments to carry out this campaign in these countries.
This slogan, the industry complains, that took so long to complete and finally had got launched at the World Travel Mart (WTM) in London this year, is just limited to those that saw it there alone. It has now become an unknown tagline in the key markets that pick Sri Lanka to holiday in, the industry notes.
Moreover, the campaign was set to have a local launch for the media and another launch at the BMICH to be held solely for the industry stakeholders as well.
Meanwhile the Tourism Ministry Secretary is said to have approved the January events related to travel fair participation for which procurements have commenced, officials said.