SL Tourism to invest Rs. 1.6 Bn in global marketing campaign

Sri Lanka Tourism will invest Rs. 1.6 billion to launch ‘SRI LANKA YOU’LL COME AGAIN’ global marketing Campaign from September 2023 to next July 2024. The campaign pitch was won by Phoenix Ogilvy agency after a competitive bidding process.

“We will first have a crash campaign to send the message across internationally that Sri Lanka is very much back to normal and is a safe destination to travel.”

This is aimed at clearing negative media publicity that is being created internationally,” said Chairman Sri Lanka Tourism Promotion Bureau (SLTPB) Chalaka Gajabahu. He said that from January to July 2024 a separate global camping would be held.

“Even though we are saying it’s a global campaign, we are not going to go after 30 to 40 countries. We are going to go for the lower hanging fruits like UK, Germany, France, India, China, which are the top five. This will be followed by Australia, Russia, Middle East and Scandinavia. “Later Japan and South Korea would be added.” He said that marketing budget funds would be allocated after that to the agency.” There will be two more campaigns that are going to be introduced.

“First would be a domestic campaign to tell local people how to treat guests. The second would be to woo the Sri Lanka Expat to commute back to Sri Lanka for a holiday and help the motherland.”

He also said that in addition FAM tours, digital promotions and participation of international road shows like WTM in London in November would be done. Phoenix Ogilvy CEO, Sudesh Moorthy said that this is a very focused campaign which has already got many positive vibes.

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