Sri Lanka Tourism Promotion Bureau to launch mass media marketing campaign by end-2024

By Nishel Fernando 
The Sri Lanka Tourism Promotion Bureau (SLTPB) unveiled its plans to launch a marketing campaign in mass media channels by the end of this year, while efforts are underway to officially kick off the global promotion campaign, under the new brand identity, in March. 
To utilise the limited funds optimally, SLTPB Chairman Chalaka Gajabahu shared that the agency is currently in the process of selecting a media agency for the above-the-line (ATL) campaign, by outlining mass media channels to reach a wide audience globally. 
“We have revived proposals from various media networks such as CNN, with cost estimates around US $ 0.5 million; however, we don’t have that much of funds. So, we are selecting a media agency to carry out this campaign with an optimal use of the funds,” he said. 
Meanwhile, the SLTB is preparing to officially kick off the global promotion in March this year, ending the 15-year hiatus of a major promotion, under the new brand identity  ‘Sri Lanka – You’ll come back for more’. 
Gajabahu noted that a 360-degree marketing campaign would be rolled out in 11 strategic markets, with Rs.1.2 billion funds up to August this year and then it would be up for a  review and would be extended until the end of this year. 

Commenting on the new tagline, he assured that the new brand identity would remain at least for the next 10 years. 
Meanwhile, phase II of the campaign awarded to Ogilvy will be rolled out this month, which will be the destination positioning campaign. The third phase will focus on destination stories. 
The first phase was on an interim digital campaign, which rolled out from September 2023.
The interim digital campaign aims to inform travellers that Sri Lanka is safe to visit and ready to welcome international visitors.  The destination positioning will focus on differentiating the island nation from other destinations and give them a compelling reason to visit and revisit Sri Lanka. 
The third phase will narrate compelling stories that pull discerning, high-end travellers toward Sri Lanka to discover and experience the uniqueness of the island nation. 

Government to initiate scheduled flights at three domestic airports

The government has plans to commence scheduled domestic flights in three domestic airports and boat services, in a bid to attract high-spending tourists this year, the Tourism Ministry said. 
Tourism Minister Harin Fernando announced that efforts are underway to begin scheduled domestic flights in three domestic airports, which are China Bay in Trincomalee and the Batticaloa and Hingurakgoda airports. 
Apart from the private sector, he noted that the Sri Lanka Air Force would deploy two aircraft to begin flights in these three airports. The air ticket price is likely to be below US $ 60 per seat.  Moreover, Fernando said that a boat service would be launched during the year, offering tours to 143 shipwrecks sunken in the deep sea during World War Two. 
In addition, the government is also looking at attracting high-net-worth Indians by offering space to park their yachts and private jets.