The Sundaytimes Sri Lanka

Ad agencies pitch for $9 mln Ceylon Tea campaign


Five advertising agencies will this week be pitching (securing) for one of the ad world’s biggest foreign campaigns – promotion of the Ceylon Tea brand. Grants, Phoenix O &M, Bates & Burson-Marsteller, JWT and Grey Worldwide have been shortlisted from 10 agencies to make a presentation to the Sri Lanka Tea Board on Tuesday for the US$9 million worth campaign.

Ad industry sources said that the money for the campaign is coming from the cess collected from tea exports, which is half the amount in this fund. The campaign is aimed at raising the profile of Ceylon Tea which exporters say has lost global market share. The campaign comes at a time when geographical patenting of Ceylon Tea on a regional basis (Dimbula, Dickoya, Uva, etc as brands) is underway by the Tea Board which is in discussions with a team that has arrived from abroad.

The overseas promotion campaign, likely to start around September/October, would be launched amidst a vibrant debate on whether or not to freely allow tea imports for blending purposes, which single-origin tea exporters like Dilmah are opposed to.

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