Dentsu Grant Group Sri Lanka and India targets younger Indian tourists
High Commissioner of India to Sri Lanka, Gopal Baglay; Minister of Tourism and Lands, Harin Fernando President of SLAITO, Nishad Wijetunga and President of THASL, M. Shantikumar, Chairperson of the Dentsu Grant Group Neela Marikkar and official at the event. Picture by Sudath Malaweera
In a bid to support the revival of tourism in Sri Lanka, the Dentsu Grant Group Sri Lanka and Dentsu India have joined hands to gift an integrated marketing campaign titled; “And you thought you knew Sri Lanka” to the tourism industry.
The campaign was created specially targeting the younger Indian tourist market for The Sri Lanka Association of Inbound Tour Operators (SLAITO) and the Hotels Association of Sri Lanka (THASL) to help them promote the country to this potential target market. With the latest data showing USD 10 billion was spent by Indians on foreign travel, the time seems opportune to try to woo some of this market to Sri Lanka.
The new campaign positions Sri Lanka as an exciting destination that offers a wide array of experiences, many that are little known and off-the-beaten track. President SLAITO Nishad Wijetunga said, “The campaign will highlight Sri Lanka’s hidden gems, which offer authentic and unique experiences that appeal to the target demographic. The Indian market has been a key support for Sri Lanka’s tourism industry and we believe this re-energized effort to attract more Indian Millennials and Gen Z’s will be a win-win initiative for all parties and support Sri Lanka’s economic recovery.” President THASL, M. Shantikumar said “We also truly believe that the Indian market will be moved by the exciting and heartwarming experience created by Sri Lanka and its people, while helping the tourism industry boom once again”.
Chairperson of the Dentsu Grant Group Neela Marikkar said, “When our Dentsu network reached out to see how they can assist the country at this difficult time we decided to collaborate with our counterparts in India to develop a tourism promotion campaign on a pro bono basis to support the revival of tourism to the country. We felt it would be the best support we could give as it’s a quick win to drive foreign exchange back to the country.”
“India was the market of our choice. Going by our data we estimate around 24 million potential target audience just within South India alone. This is significant.”
This campaign will feature lesser-known sites that offer a brand-new experience to young Indian professionals who are adventurous and looking for authentic experiences.