Sri Lanka Tourism’s controversial ‘Small Miracle’ tagline is no longer used in correspondence or advertising while an alternative to the word ‘Small’ is found. In last weekend’s newspapers, the Minister of Tourism Nandana Gunatillake invited professionals, intellectuals and interested parties to send ideas and proposals to formulate a new tagline.
The deadline for proposals is September 4, 2009. A tourism official said until a replacement is found, ‘Sri Lanka’ with the website www.srilanka.travel written underneath is currently in use. The official added that no promotional material or advertising campaigns have been launched in overseas markets yet.
Sri Lanka Tourism’s ‘Small Miracle’ tagline has been steeped in controversy since its launch in June 2009 after reports surfaced that the President had expressed reservations on the tagline which had been chosen based on research. Addressing the controversy, Chairman of the Sri Lanka Tourism Development Authority (SLTDA) and the Sri Lanka Tourism Promotion Bureau (SLTPB), Bernard Goonetille said the word ‘Small’ will be replaced but described it as ‘no major change.’ Although no specific date was given, Mr. Goonetilleke said the change should be finalized soon as promotional material for the winter season has to be completed.