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The tea and tourism tango!


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The Tea Board has decided to spend more funds (collected from exporters) to run a joint promotional campaign with Sri Lanka Tourism. It sounds good, but: Do tea and tourism share the same challenges in terms of profitable demand generation (which should be the immediate if not ultimate objective of any A&P spend)? Do they share a common focused target market – in terms of geographies, end user and channel influence? How much effort is needed to create a brand link between ‘Ceylon Tea’ and ‘Sri Lanka Tourism’? What is the ROI of this vs. each focusing on their specific challenges? Think it over a cup of tea!

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