Sri Lanka in drive to boost off-season tourism

ECONOMYNEXT – Sri Lanka Tourism Promotion Bureau is starting campaigns to promote the island during the off-season with the first one to be launched from September to November 2018, a slow period before winter season starts.

The promotions bureau has called for bids from advertising agencies for an international campaign for digital, social and print media, which is expected to be carried for three months targeting the Middle East, China and India.

“The main activity of this campaign is to promote special tour packages on offer during 1st September to 30th November to attract tourists from the said target markets,” the bid document said.

Tourism Minister John Amaratunga said last week, the tourism promotions office is negotiating with airlines, hotels and travel agencies to create value for money deals to attract foreign visitors during the off season.

Sri Lanka Tourism officials said that the September to November campaign is a pilot project.

If successful, it will be repeated annually, and a similar campaign will be also launched from March to July, which is also a slack period.

The deals are expected to be for short duration stays between 3 to 4 days.

The advertising agency is expected to develop the creative strategy, media strategy, do media buying and monitor the campaign. The campaign will have a budget of about 80-90 million rupees, officials said.

Sri Lanka launched a 650,000 US dollar campaign with CNN early this year, and a 3.5 million US dollar digital media campaign is awaiting cabinet approval.

A 41 million US dollar multi-year integrated campaign is currently in the planning stage. (COLOMBO, 23 July, 2018)





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