Sri Lanka’s global tea campaign starts Sept, social media focus

ECONOMYNEXT – Sri Lanka will start a long-delayed global campaign to promote its main agricultural export, Ceylon tea, in September in Russia with a big chunk of the 30 million US dollar budget being spent on social media.

“After a three-year delay, finally we were able to get over government red tape and tender procedures which are burdensome, and launch the campaign,” Plantation Industries Minister Navin Dissanayake told a news conference.

The global Ceylon tea promotion campaign covers 12 key markets, starting in Russia and then the Ukraine, and followed Japan, China, Turkey, Saudi Arabia, United Arab Emirates, Iran, the United States, Chile, Australia and Germany.

Dissanayake said another reason for the delay was the debate on which media to use, traditional advertising or the newer social media.

“We refocused and decided to spend more on social media to get across to the younger generation,” he said.

“When we started it was going to be a very traditional-based campaign using conventional media.”
(COLOMBO, 18 July, 2019)