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SLTPB Chairman Chalaka Gajabahu gestures during the media briefing on Tuesday, flanked by Phoenix Ogilvy CEO Sudesh Sundhara Moorthy (right) and SLTPB Marketing Director Dushan Wickramasuriya — Pic by Upul Abayasekara
By Charumini de Silva
Sri Lanka Tourism is set to embark on its most comprehensive global campaign in over a decade, with an ambitious two-phased strategy aimed at transforming the perception of the country and positioning it as a premier travel destination.
With an investment of Rs. 1.6 billion, the global campaign will have a short-term three-month campaign commencing tomorrow, while the thematic long-term promotion is scheduled for January 2024 onwards. Under the visionary leadership of Tourism Minister Harin Fernando and Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Chalaka Gajabahu, the goal of the campaign is to revive the tourism industry and promote Sri Lanka as a must-visit destination for first-time and seasoned visitors.
“This marks the first global campaign for Sri Lanka Tourism in 16 years. Previous efforts lacked a strategic foundation, and this time, the campaign is derived after in-depth global research and crafted in partnership with Phoenix Ogilvy, the creative and strategy agency,” Gajabahu told journalists on Tuesday.
As per him, the first phase, beginning tomorrow (1), is focused on addressing the negative perceptions surrounding the destination, with the tagline “Sri Lanka is ready to check-in.” This immediate push aims to counter negative publicity and to create awareness that Sri Lanka is ready to welcome the world and promote the country’s diverse attractions. The second phase of the campaign is set to unfold in January 2024, featuring the thematic tagline “You’ll come back for more,” encapsulating the multifaceted charm of Sri Lanka that leaves a lasting impression on travellers.
Elaborating on the marketing communication roadmap Gajabahu outlined the campaign will be rolled out through a strategic, phased approach tailored to the booking patterns of key markets. “This is aimed at maximising impact to ensure gradual and structured expansion of reach,” he added. The first phase of the thematic campaign will debut in four key markets – India, UK, China, Germany and France, which will be followed by the launch of a more extensive long-term campaign focused on 14 key markets Australia, Russia, the Middle East, Scandinavia, Japan, and Republic of Korea from January 2024.
He reiterated that the strategic allocation of resources and focus on select markets does not mean neglecting others. “We will be putting our main marketing budget on these specific markets over the next 18-months,” he explained.
Noting that the campaign adopts a holistic approach, encompassing various facets of advertising including above-the-line (ATL), below-the-line (BTL), digital marketing, and public relations (PR), Gajabahu emphasised that their strategy goes beyond traditional methods, aiming to break new ground in showcasing the uniqueness of Sri Lanka.
He said the global endeavour will also include a domestic campaign, preparing Sri Lankans to extend warm welcomes to the incoming visitors, under the same strategic destination positioning. Notably, a third promotional wave aims to draw Sri Lanka’s diaspora around the world back to their roots, fostering memorable holidays with friends and family.
To propel this campaign into the spotlight, Sri Lanka Tourism also plans to collaborate with international social media influencers and celebrities, tapping into the power of their endorsements from 2024 onwards.
Phoenix Ogilvy Sri Lanka CEO Sudesh Sundhara Moorthy said the campaign’s bedrock lies in the three pillars form Sri Lanka’s unique identity: Compactness, Diversity, and Authenticity.
“In prevailing pattern observed in the branding strategies of numerous Asian destinations involves the utilisation of adjectives to characterise how a destination presents itself. However in the case of Sri Lanka Tourism, the potential for effective branding resides in the profound influence that its diverse and unparalleled experiences create on travellers,” he pointed out.
Elaborating on the messaging strategy; Moorthy said it comprises three strategic phases: Interim Digital Campaign, Destination Positioning Campaign and Destination Stories.
“The first phase assures travellers of Sri Lanka’s safety and openness while highlighting the geographical compactness of the island and its diverse array of unique experiences. In the second phase, the spotlight turns to the launch of the new destination positioning, ‘You’ll Come Back for More’. This innovative approach distinguishes Sri Lanka from other travel destinations, providing visitors with an irresistible reason to not just visit but to return.
In the final phase, Moorthy said, culminating in captivating narratives, it beckons high-end travellers to immerse themselves in the unparalleled uniqueness that Sri Lanka offers.
Sri Lanka aims to draw 1.55 million tourists and earn over $ 3 billion from tourism this year, whilst setting its sights on increasing arrivals to 5 million and earning an impressive $ 21.6 billion within seven years.
As part of its long-term strategy to welcome 5 million visitors by 2030, it hopes to lift the average spending per visitor to $ 4,000, with 2.5 million of them spending over $ 500 per day, indicating a concentration on luring high-end tourists.
