Sri Lanka to kick-off tourism recovery campaigns; global tender for 3-year push
Jul 17, 2019 12:32 PM GMT+0530 | 0 Comment(s)
ECONOMYNEXT- Sri Lanka's is preparing to float a global tender for a two to three year tourism campaign in September, while fast campaigns worth a billion rupees to recover from the Easter Sunday terror attack are set to launch soon, an official said.
"Two months from now, we are planning to float a global tender for the medium to long-term destination campaign," Sri Lanka Tourism Promotions Bureau (SLTPB) Chairman Kishu Gomes said.
"Before the terror attack, we were working on it."
The tendering process is expected to take six months, which was not fast enough to help the country recover from the Easter Sunday bombings, Gomes said.
The state agency is about to spend 416 million rupees on a public relations campaign and 500 million rupees on a short-term marketing campaign.
"These will help us to quickly change the sentiments and start marketing our tourism products and activities," Gomes said.
The cabinet had approved the SLTPB board's recommendation that the nearly 1 billion rupees in business for the shorter campaigns be given to JWT, an advertising agency.
"The cabinet had approved to forego the tender process due to the urgent need to come out with a campaign immediately," Gomes said.
"The reason why JWT was picked is because JWT also developed the 'So Sri Lanka' brand identity.
"The (SLTPB) board was of the view that they would be the ones who would be able to immediately react to the situation as they understand the tourism product and the work being done in the industry."
Sri Lanka's tourist arrivals fell 70 percent in May after the bombings in April. In June arrivals were down 57 percent, while further recovery was seen further in the first week of July, when arrivals were down 54 percent. (Colombo/Jul17/2019)