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| Monday, 24 January 2005 |
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by Anjana Gamage Several foreign leading advertising agencies together with European nations have pledged their continued support to boost the image of the country's tourism which suffered a setback after the tsunami disaster, Sri Lanka Tourist Board (SLTB) Director General S. Kalaiselvam said. He said the Professional Association of Diving Instructors (PADI) a leading advertising agency in Australia had promised to carry free advertising campaigns in their quarterly magazine to sell Sri Lanka's tourism to the world in the aftermath of the tsunami disaster. Meanwhile, UK and Italy has granted a 50 per cent discount for Sri Lankan stalls at the trade fairs held in their countries in early January. "For the SLTB, it will cost a minimum US$ 5 million for both its public relations and advertising campaign for three months following the tsunami. We expect to get this amount from the Treasury or any other overseas travel company," Kalaiselvam told the Daily News. "But we strongly trust in our Bounce Back Sri Lanka programme, which has a major part to do with the foreign press. We will bring down 100 journalists from around the world in February and their accounts of Sri Lanka will provide a big impact too," he said. Meanwhile, the newly unveiled US$ 320 million Bounce Back Sri Lanka international marketing and promotion campaign by Tourism Minister Anura Bandaranaike along with SLTB Chairman Udaya Nanayakkara has also included several key events that will be unveiled shortly, to boost the industry. The SLTB has also decided to initiate a worldwide postcard campaign with the Postal Department support. Postcards numbering 600,000 featuring six different images of Sri Lanka's main tourist attractions, each carrying an invitation to foreigners to visit the country will be distributed through industry staff, large multi-national retail outlets, schools, banks and through a newspaper in the form of inserts and as well as through foreign missions in Colombo. In addition, industry and consumer promotions will be conducted in key target markets with celebrity ambassadors lending their support to the program. Special events including cricket matches and music concerts featuring international stars are currently in the planning stage as well. |
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