After nearly three years of deliberation on a suitable global destination marketing campaign, Sri Lanka will finally roll out the first phase of a multi-year campaign worth US$45 million by end-April.
Sri Lanka Tourism Promotion Bureau (SLTPB) managing director, Sutheash Balasubramanian, said the campaign will kick off on CNN’s multiple platforms. Other mass media channels CCTV (China), NDTV (India) and Al-Jazeera (the Middle East) will also to be used.
This will be followed by a six-month long digital marketing campaign, starting from end-May, targeting China, India, the UK, Germany and France.
Once the digital campaign tapers off, a US$41 million global marketing campaign will take over, under a three-year programme later in 2018.
Destination promotion efforts also include appointing special representatives from key markets to coordinate global promotional activities, and at press time calls for proposals are underway.
Sri Lanka is targeting 2.2 million to 2.3 million arrivals this year, up from 2.1 million in 2017.
The global destination marketing campaign will comprise a MICE angle, according to Achini Dandunnage, senior manager, Sri Lanka Conventions Bureau. Promotion efforts will be aimed at incentive houses and PCOs, while special destination famils will be arranged.