Tourism global promo to kick off end March
The long-awaited global tourism promotion campaign as a nation branding push is scheduled to finally kick off by the end of this month on the digital platform and subsequently via road shows in identified key markets.
Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddhika Hewawasam told The Sunday Times Business that everything has been finalised and the campaign will kick off by the end of March first with the digital promotion and then the PR campaign.
There will be a change of the logo sans a tagline and with a simple decorative
“Sri Lanka” to market the destination that could be used on all sectors as part of the nation branding initiative. The strategy and script of the videos have been changed in line with the new logo and the process has already started, Mr. Hewawasam said.
The key focus would be to highlight the basic elements that add value to tourism; showcase the less-visited attractions like the cultural spaces in the Eastern, Northern provinces and in Anuradhapura and Polonnaruwa.
Mr. Hewawasam explained that the promotional campaign will be carried out not just the five markets as previously planned but will include the emerging markets of Saudi Arabia, Australia, and the Asia Pacific including Thailand, Singapore, Malaysia in addition to the CIS countries like Poland, Romania and those that create necessary numbers during the off season and the peak season.
Saudi Arabia, Australia and the Asia Pacific will be mainly focused for the May to August period. Marketing in these markets have been limited, the SLTDA chairman said adding that they will be investing approximately Rs.250-300 million per country and Rs.2 billion altogether.
Following the digital campaign Sri Lanka Tourism will be spearheading the PR campaign that will involve consumer branding through road shows on trams and taxis; and also through bloggers and influencers. The targeted arrivals increase is expected to be in the range of 700-750,000 per month compared to the existing 250,000 during the peak season; and a further increase in the off peak seasons from the current 150,000 to 200-250,000 monthly.
Mr. Hewawasam also said that alongside this promotional campaign authorities will be hosting a Nation Branding Conference that will showcase the use of the common identity log as part of branding the nation. Key participants at this event will be the major industries in the country and stakeholders as using this national brand logo scheduled for April.
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