The Colombo Stock Exchange (CSE) in an effort to improve the country’s image as a destination to invest in stocks, has embarked on a mega media initiative, seeking proposals from leading ad agencies for this campaign, according to sources.
"This campaign aims to enhance liquidity, strengthen risk management systems and raise the awareness of investment opportunities available through the CSE," one source told the Business Times. The media campaign aims to address different stakeholders of CSE such as investors, local and foreign; existing potential, media, and issuers, both existing and potential, according to the source. Grants McCann Ericsson, Lowe Lintas, Leo Burnett, Bates Strategic Alliance, Phoenix Ogilvy, Triad and 7th Frontier were the agencies invited to send in proposals.
Amongst the initiatives for 2012 and beyond, educating local investors, both existing and potential, bringing awareness of investing in equity and unit trusts, strengthening CSE’s position among the emerging markets with systems such as Delivery Vs. Payment (DVP), risk management and upgraded Automated Trading System (ATS) are topmost.
The campaign aims to promote Sri Lanka as a value proposition for foreign funds, fund managers, investors and other institutional investors, to increase the number of listings both from the private and public sector, increase the number of products available for investors to diversify their portfolios and also instruments available for issuers to raise capital and to showcase the CSE via media especially with assisting the investors and issuers to familiarize themselves with the mechanisms of the stock market, among others.
“These initiatives are the focal points in the effort to make CSE the ‘preferred choice for creation of wealth and value’ and needs aim and directions, in terms of a creative and PR concept which can drill down to advertising campaigns, awareness building efforts, launch plans, presentations, event co-ordination and others,” the source added.
Since the start of the fresh year, the bourse has been struggling, but it showed some signs of a rebound on Thursday, on the back of Securities and Exchange Commission (SEC meeting on Wednesday to give concessions to the brokers on credit.