Whither Sri Lanka Tourism? Part II

Friday, 20 February 2015 00:00 - - {{hitsCtrl.values.hits}}

Continued from yesterday.... By Willie Weeerasekera, FAIM, AFAMI Branding destination Sri Lanka It’s very interesting to note the comments reported to have been made by Derek Jones from Kuoni. He had observed that “there is so much to do in one island. There is so much variation; there are few destinations like this that have a concentrated collection of many different opportunities in a single visit. You need to find a way to communicate that, embrace that and engage. Sri Lanka is certainly in a competitive space, but it is a very good position to capitalise on the opportunity it has.”

Good governance and professionalism are essential for the sustainable development of Sri Lanka Tourism Concept presented in 2001 It was on similar thinking that I developed the destination positioning strategy for SLT in 2001. The proposed vision was to establish that Sri Lanka was the most tr

easured tourist island in Asia. In doing so I pointed out how: nEvery relevant asset of the location can be identified as a treasure within this most treasured island. Collectively they help build the most treasured island. nKey niche areas such as nature, heritage and culture and wellness could be combined with the primary product sun, sea and sand to deliver the enhanced holiday experience to cater for today’s visitor needs. nMarketed in combination or individually, the niche products could to help build the strategic niche market products but still positioned as treasures within this most treasured island. Brand positioning – Desired consumer perception The communication objective was to develop the following perception in the minds of the prospective visitor: “One of the many unfathomable mysteries of Sri Lanka is how it manages to squeeze so many different offerings – palm-fringed warm coastal beaches to the picturesque highlands covered with the tea plantations, an over 2,500-year-old ancient culture blended in later periods with the impact of Dutch, Portuguese and British cultures; seven of the world’s heritage sites, probably including the world’s eighth wonder; the diverse crops from coconut along the warm coastal waters to the world famous tea gardens and its range of spices; its abundant flora, fauna and wildlife to precious gem stones – all into this picturesque island with a land area not larger than Ireland. Its friendly people truly combine all these treasures so amazingly concentrated in this small island to provide the most treasured island in Asia I could think of. It sure caters to my interests and importantly I could enjoy them all during my visit.” Within this concept we were not going head on with the big players who are far ahead of SLT. We were not going to become another Bali. On the contrary, our unique identity to differentiate ourselves was by carving out a new space – that of the being most treasured island in Asia. It was a relevant, credible and differentiating identity. Adoption in 2006 Unfortunately, impacted by the customary change in policy with change in governments and/or officials it was only in 2006 that the marketing strategy proposed in 2001 was adopted for implementation.

The adoption of the proposition was after extensive review by the management, then by a group of key industry stakeholders. It was the subjected to an extensive review at a residential workshop with the participation of all industry stakeholders, as well as with representatives from the Sri Lanka marketing and advertising fraternity, those from the airlines, investment board and so on. Implementation The process involved the selection of five leading local advertising agencies that had the added strength of being associated with recognised international advertising agencies in order to bring in the global experience. They were then to be provided with a professionally-prepared brief which clearly enunciated the destinations brand vision, its target group, positioning strategy and the communication objectives. Spending much time and giving it the required level of consideration, I again provided the then Sri Lanka Tourism Promotion officials with not only an advertising brief but also a market research brief to research whatever agency proposition was accepted. Importantly it was agreed that the bidding advertising agencies would make formal presentations to a panel made up of independent leading marketers in Sri Lanka, who would make an assessment based on the advertising brief given to the agencies. Agency review The advertising agencies having made their presentations, the panel of leading Sri Lankan marketers then made their recommendations to the SLTPB officials. Having received the presentation materials from the SLTPB, I myself reviewed them and agreed fully with the findings of the independent panel and communicated the same to the officials of the SLTPB. The best proposition, which was on target as far as the advertising brief provided, carried the tagline ‘One Island. A Thousand Treasures’. Equally relevant was the communication strategy adopted. It took the storytelling approach, which not only has proved very productive but in the context of Sri Lanka after the long absence due to the local situation would have fitted in with a connotation of a new discovery in Asia. Going off the rails Then the unbelievable took place. I was informed that in keeping with Government regulations, the final approval to award the SLT advertising account had to be given by a panel of State officials. It then transpired that the said panel, for reasons best known to them, had not awarded the account to the agency that made the best recommendation nor to the second best nor third best. Unfortunately, as Joseph Baladi (2004) writing about the ‘Truth about Asian Branding’ points out, the preparation of a marketing strategy is only 50% of the task. The balance 50% of the task, the consistent and effective delivery of the message in the implementation stage, fell apart and ended in the now infamous ‘Small Miracle’. Interestingly, Baladi attributes it often to what he identifies as ‘charlatan’ brand management. Raising the red flag I do hope the SLTPB files still contain the 12-page document I addressed to the officials of the SLTPB titled the ‘Red Fag’. At the end of the review I stated: “Whatever rationale may have been guided the ad agency selection process it is a pity that Sri Lanka Tourism was denied the benefit of the best re-launch proposal received through another ad agency through the original bid process. If such was adopted the campaign could have been ready for launch as originally planned by 2008.” I concluded with the statement “I make this presentation purely and only in the greater interest of Sri Lanka Tourism.” Research proves it Again, if the relevant files with the SLTPB were reviewed, it would be seen that research initiated by the SLTPB itself had concluded the appropriateness of the ‘best proposition’ carrying the tagline ‘One Island. A Thousand Treasures’ and how the ‘Small Miracle’ proposition failed. However, SLT proceeded to launch the latter campaign. The rest is history. Good governance and professionalism are essential for the sustainable development of SLT.

[The writer, a past President of the Sri Lanka Institute of Marketing, has been associated with Sri Lanka Tourism (SLT) in an honorary capacity since 1999 when he facilitated the first-ever joint effort by the Sri Lanka Tourist Board and industry stakeholders to develop a marketing plan for SLT. In 2001 of his own initiative he developed a marketing strategy for SLT including a destination brand strategy. Though the proposition was adopted in 2006, he was sorry to see it change course in the implementation phase.]