Tourism recovery campaigns to begin

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Sri Lanka is preparing to float a global tender for a two to three-year tourism campaign in September, while fast campaigns worth Rupees One billion, in an effort to recover from the Easter Sunday terror attack, are set to launch soon, an official said.

“Two months from now, we are planning to float a global tender for the medium to long-term destination campaign,” Sri Lanka Tourism Promotions Bureau (SLTPB) Chairman, Kishu Gomes said.

“Before the terror attack, we were working on it.”

The tendering process is expected to take six months, which was not fast enough to help the country recover from the Easter Sunday bombings, Gomes said.

The State agency is about to spend Rs.416 million on a public relations campaign and Rs.500 million on a short-term marketing campaign.

“These will help us quickly change the sentiments and start marketing our tourism products and activities,” Gomes said.

The Cabinet had approved the SLTPB board’s recommendation that the nearly Rs.1 billion in business for the shorter campaigns be given to JWT, an advertising agency.

“The Cabinet had approved to forego the tender process due to the urgent need to come out with a campaign immediately,” Gomes said.

“The reason why JWT was picked is because JWT also developed the ‘So Sri Lanka’ brand identity. The (SLTPB) board was of the view that they would be the ones who would be able to immediately react to the situation, as they understand the tourism product and the work being done in the industry.”

Sri Lanka’s tourist arrivals fell 70% in May after the bombings in April. In June, arrivals were down 57%, while further recovery was seen further in the first week of July, when arrivals were down 54%.(under the courtesy of ceylontoday news web)