Tourism confident of promo campaign schedules
View(s):The Sri Lanka Tourism Promotion Bureau (SLTPB) seems to be gung-ho about the upcoming CNN campaign – a three month long schedule – expected to kick off next week.
SLTPB Managing Director Sutheash Balasubramaniam assured that following the approvals for the campaign received by Cabinet the conditions that had been placed were normal and would be taken care of.
He pointed out that they would be complied with and believed the campaign could commence next week.
In the meantime, the MD also noted that there would not be any further delay in the digital marketing campaign and pointed out that they were currently in the process of finalising the five agencies from the five markets.
So far, he said that they had completed selections on Germany, the UK and India and the two other countries would be finalized in the coming week.
The cabinet proposal for this campaign is expected to be submitted by the first week of June, he said.
Meanwhile, the SLTPB has been carrying out a MasterCard promotion in India in a bid to attract a large number of cardholders with a high spending capacity.
For this campaign the hotels and the DMCs have come together to provide attractive packages for holidays in Sri Lanka.
India has 140 million MasterCard holders and it was pointed out that the campaign was “very active” that would conclude on July 31.
Meanwhile, they also hope to conduct a digital campaign in Europe starting in August targeting the millennial and the middle age group of travellers.
In addition, the industry has been working with bloggers successfully; the MD explained noting that these bloggers have created over 850 posts on social media which has a reached 58 million people globally with an engagement of 11.5 million people.
Moreover, the much looked forward to global promotion campaign that the industry complained was likely to get further delayed is currently being worked out.
The MD noted that a subcommittee from the Minister’s advisory committee headed by Dilmah Group founder Merrill Fernando is being established. Newly appointed consultant to the bureau advertising veteran Ranil De Silva is also on the sub-committee that would develop the campaign for the global promotion of destination Sri Lanka.