SL Tourism mulls fresh CNN marketing campaign

By Charumini de Silva

The Sri Lanka Tourism Promotion Bureau (SLTPB) yesterday confirmed that it was in the process of discussing with CNN to run its latest brand identity marketing campaign for the next two months till May.

“Following the successful marketing campaign we had with CNN, the SLTPB is now considering on running a new campaign with our latest illustration from the eyes of the rich and diverse wildlife – to bring to life our new brand identity ‘So Sri Lanka,’ which encapsulates that the island nation is more than just a destination,” SLTPB Chairman Kishu Gomes told the Daily FT.

He said that they met with CNN team last week and had requested a proposal on a package for Sri Lanka to run a campaign.

“We just had an initial discussion with the CNN team last week and neither the investments nor the duration were discussed. Based on the package that they will provide, which includes the rates, duration and benefits, we will decide on running the campaign on CNN,” Gomes confirmed.

He pointed out that from the data shared by the CNN team on previous campaigns, Sri Lanka has had a positive feedback and was pleased with the outcome of it.

Noting that the original film was a three-minute TVC, he said that it would be compressed to a 30-second effective commercial to be aired on CNN.

“If all goes well with this CNN campaign, it will positively impact on the inflow of our travellers, as CNN is well-received by travellers all around the world,” he said.

In the aftermath of the unfortunate communal upheaval in Kandy in March last year, the Government rolled out a $650,000 advertising campaign on CNN in a bid to counter the negative impact. 

Following the successful feedback of the campaign, the SLTPB once again extended the marketing campaign for three months with the channel in October last year, which has now expired.