ECONOMYNEXT- Sri Lanka’s decision to shift to digital campaigns is bearing fruit, Tourism Development Minister John Amaratunga said in a statement.
“We need to leverage modern technology to market Sri Lanka in the most effective manner," he said.
"We have to understand the shift in global demographics and migrate to digital platforms in order to achieve greater reach especially among the younger generation."
"This digital campaign not only provides information about our product offerings, but also engages the audience in an interactive manner thereby making the experience more fruitful,” Amaratunga said.
He said the digital campaign was successful.
He was speaking after receiving an evaluation of a digital campaign launched in the UK and France.
UK-based Digital Spring Ltd, a digital advertising agency, presented the evaluation to Amaratuga.
The evaluation data will be used to fine tuning the campaign before its scheduled launch in Germany, India and China in the next few weeks, the statement said.
The digital campaign is aimed at attracting targeted audiences from the respective markets via digital advertising within a window of six months, the Tourism Ministry said.
The evaluation of the digital campaign in the UK and France was carried out by a specialized team and their findings will help SLTPB to better understand the impact of this marketing drive and the results it has generated.
The findings were also presented to Sri Lanka Tourism Promotions Bureau (SLTPB) officials and the country’s tourism lobby groups.
SLTPB Managing Director Charmarie Maelge said digital marketing is giving high returns on investment.
“While the SLTPB is driving a large number of conventional marketing programmes we are also focused on digital marketing, which gives us a high return on investment," she said.
"In terms of marketing budgets utilized for this digital campaign we have been able to create significant results in terms of engaging targeted potential customer."
The Tourism Strategic Plan 2017-2020 of the government had said that conventional promotions were not giving enough returns on investment. (Colombo/Jun22/2019)