Ceylon Tea global campaign kicks off in Middle East
Friday, 12 December 2014 03:28
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The Sri Lanka Tea Board has embarked on a massive light board advertising campaign on Pure Ceylon Tea at Dubai and Sharjah airports.
The campaign was launched by Minister of Plantation Industries Mahinda Samarasinghe recently and the covers 20 light boards and 11 mupies at Dubai and Sharjah International Airports respectively.
“Ceylon Tea has already established its reputation as the world’s finest tea and we expect higher brand exposure globally, to further increase our market share in the world’s tea market. The decision to advertise on these locations is another step forward, towards our target of establishing Ceylon Tea as the world’s tea,” Tea Board Chairperson Janaki Kuruppu said.
“We perceive Dubai and Sharjah airports as potential strategic locations to address the mass of consumers due to the recorded huge influx and out flux of passenger traffic at these airports. We have specifically selected the Concourse 3 of Dubai International Airport due to the fact that it facilitates more than 65% of the passenger traffic handled by Dubai International, serving travellers all over the world, so the target audience for this remarkable campaign will be global consumer,” she added.
Kuruppu said SLTB viewed its investment on branding at Dubai airport as an opportunity to refresh the mindset of the potential consumer about Pure Ceylon Tea and to enhance the brand, which in turn would have an effect on increasing world demand for Ceylon Tea.
“I see Dubai International as a focal strategic point for us to address regional and international passengers in mass, who will be passing through Departure and Transit foyers of Concourse 3 of Dubai Airport. Dubai International is the world’s fourth busiest airport and connects 260 cities around the world catering to approximately 180,000 passengers per day, with an anticipated double-digit expansion in passenger traffic. Sharjah International is also a highly-dynamic airport with a considerable passenger growth and diversified passenger profiles and we believe Ceylon Tea branding there will add value to our main campaign at Dubai International,” she added.
