Triad wins CB contract to improve Lanka’s overseas image

Triad Advertising, which sees itself as Sri Lanka’s ‘truly’ local agency, has clinched a 12- month contract worth Rs.25 million to manage the Central Bank's (CB) international reputation management campaign for Sri Lanka – essentially to improve the country’s image overseas.

Of the five advertising agencies that were briefed by the CB in October 2007 on this project, Triad and Leo Burnett Solutions were short listed for the contract. The other three agencies were Grant McCann Erickson, Lowe LDB Lintas and Phoenix O & M. Industry sources said Leo Burnett were unhappy with the tender result as they felt they had satisfied the qualifications and experience required by the CB as opposed to Triad in terms of international outreach, having a network with global image building agencies and public relations institutions and the skills and resources to deliver both short term and long term results and would not be able to follow through on the key deliverables of the project.

Joint Managing Director of Triad, Varuni Amunugama Fernando however told The Sunday Times FT that Triad has linked up with 'thenetworkone' which she described as the world's largest network of independent agencies. "In Sri Lanka, Triad is a member and when we get an international project, we seek out the best partner we would like to work with in the world markets.” Fernando added that the company wanted a partner with a lot of public relations clout and through research through NetworkOne, Triad has found Bell Pottinger, a renowned international public relations company. She said the CB contract will be for reputation management which includes a public relations campaign, web based activity as well as a mass media campaign. "It's two pronged. One will be a local campaign and it will be taken to an international platform in stages."

According to the CB, the intention of the campaign is to 'ensure the effectiveness of the Central Bank's policies aiming at maintaining the Price and Economic Stability and the Financial System Stability.' To this effect, the CB invited the submission of proposals from 'reputed Public Relations/Advertising firms to design and conduct an International Reputation Management Campaign for Sri Lanka' on October 31, 2007 and closed bid submissions on November 9, 2007.

According to CB documents, the negative sentiments arising from adverse reporting need to be urgently addressed and responded to if the effectiveness of the CB policies directed at achieving economic and price stability and financial system stability in the country is to be realized.

The documents also state that such misleading and sustained negative media reports pertaining to the economic situation in Sri Lanka in the recent past, have served to lower foreign direct investment affected the long run growth, lower tourist arrivals and earnings, adversely impact on balance of payments, placing undue pressure on the exchange rate and keep interest rates at high levels. The chosen firm, Triad, is now responsible for undertaking 'a focused, professional response to meet the challenge posed by the negative media reporting.'

The objective of the initiative is to ensure that a positive image of Sri Lanka reaches target audiences in key constituencies in the US, the UK, Canada, Europe and India where opinions are generated with the ultimate objective of bringing in economic benefits to the country, counter the negative publicity being received by Sri Lanka through innovative ways and setting up applications by using new technology and communication means to quickly disseminate information to a wide outreach to establish and maintain a strong international image. Triad would be responsible for procuring six interviews for senior government ministers or officials each year with major international news networks as well as to procure six appointments with heads of major governments each year, according to the contract.

Six articles will also have to published in key international magazine or journals and a website will have to be developed which will be gradually elevated as the central information unit from where first hand information on Sri Lanka can be obtained.