Four Ad agencies pitch to serve Ceylon tea globally

Wednesday, 1 August 2012 00:01 - - {{hitsCtrl.values.hits}}

Four agencies will make a competitive pitch today to secure the country’s first ever global marketing campaign for Pure Ceylon Tea.

The international campaign estimated to be worth $ 9 million spread over five years is being sought after by four agencies with global network Phoenix O&M, Grant McCann Erickson, Bates Burson-Marsteller and Grey Worldwide who were among the five short listed.

The other agency JWT is believed to have pulled out. The original Expression of Interest saw around 10 agencies submitting proposals. Industry has urged for a global campaign for Pure Ceylon tea given challenging times for exports as well as competition from other beverages.

In 1960 Sri Lanka commanded a production share of 20.8% globally and an export share of 35.1% whereas today it has shrunk to 8.8% share on global production and only 18.8% of global exports.

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Tea exports in the first half amounted to Rs. 85 billion, up from Rs. 78.5 billion whilst volume wise it grew to 155.5 million kilos from 150.3 million kilos in the first half of last year.

Top five markets for Ceylon tea remain the CIS, Iran, Syriya, Iraq and Turkey.