‘So Sri Lanka’ garners overwhelming response globally
Sri Lanka Tourism Promotion Bureau (SLTPB) consolidated its ‘So Sri Lanka’ brand idea at the 52nd ITB in Berlin by rolling out the next phase of its strategic brand identity.
SLTPB presented a captivating documentary film to the global media at the ITB press conference as the digital film launched across the UK, Germany, France, India and China supported by an innovative, well executed, digitally led PR strategy.
Speaking at the press conference Minister for Tourism, Wildlife and Christian Religious Affairs, John Amaratunga said, “Sri Lanka is an evolving tourist market. In the last 10 years, Sri Lanka has seen a steady growth in arrivals and investments. Based on qualitative research findings on inbound tourists for the last three years, the most endearing feature of Sri Lanka as a destination brand is its authenticity. This authenticity is an attribute that is alive in our heritage, in our cuisine, in our landscapes, in our architecture, in our culture and mostly in our people, we are inviting the world to experience ‘So warm and welcoming’ Sri Lanka!”
SLTPB Chairman, Kishu Gomes, added: “Sri Lanka is like nowhere else in the world. We wanted to visualise what travellers can do, see and feel when they visit Sri Lanka in a way that is as unique as our country – which is why we wanted to tell our story from the viewpoint of our amazing wildlife. Sri Lanka is one of the best safari destinations outside of Africa, and we also have many other pleasures for visitors to discover; our beaches that have sunshine all year round, our warm and welcoming people, and our food is abundantly flavourful. Sri Lanka must be felt to be believed, and we welcome all travellers to our country for an experience like no other.”
Gomes further stated that ‘Sri Lanka tourism has the vision to become the preferred destination brand of choice among global travellers. We are developing a strategically powerful amplifier brand that will support a very aggressive and ambitious marketing agenda. We are unlocking the untold power of brand Sri Lanka and empowering the global traveller to create the narrative with us – the amplifier effect of #sosrilanka is already evident and this is exactly what we need to navigate the challenges of a digital-first world.”
“The brand ‘So Sri Lanka’ is focused on elevating Sri Lanka’s destination brand to include all its diverse offerings and unique attributes. ‘So Sri Lanka’ goes beyond being a place descriptor and embodies the vibrant qualities that inspire us about Sri Lanka. It is an expression that is easy to use by locals and travellers of diverse origins, be it a first time traveller from China or the 4th time return guest from the UK, a couple from India looking for a destination wedding, a family from Germany or a French millennial,” explained CEO, J Walter Thompson, Alyna Haji Omar.
June 11, 2019