Phoenix O&M secured the business following a final round which also included Grant McCann Erickson and Leo Burnett Solutions.
A further three agencies contested the pitch’s initial phase - JWT, BatesAsia 141 Strategic Alliance and Grey.
A further three agencies contested the pitch’s initial phase - JWT, BatesAsia 141 Strategic Alliance and Grey.
Phoenix O&M chairman Irvin Weerackody explained that Sri Lanka needs a focused, integrated approach if it is to combat the perception it is unsafe for tourists.
“It is, no doubt, a challenge - in my opinion, we need to embark on a PR and damage-control exercise,” he said, adding that the agency had made recommendations regarding a new brand positioning, which is based around the concept ‘Sri Lanka is undiscovered’.
The new tourist population seeks not just sights, sounds, people and products of destinations, but more an experimental interaction with the soul of the destination,” said Weerackody.
“Therefore, the brand strategy must reflect the soul of Sri Lanka, not its smiles and attractions, which are neither distinct nor unique. This was the basis of our thinking.”
The country has been using the ‘Land like no other’ platform for a lengthy period, but has not had a formal creative AOR for several years, other than a sporadic relationship with Batey.
Weerackody added that budgets remained unclear.
However, sources have pointed out that the tourism body is looking to spend approximately US$2 million in six key destinations, which include the UK, Germany, France and India.
“We may not be able to embark upon a huge TV and print campaign, so we need to go online,” he said.
Ogilvy Advertising VP David Mayo described the pitch as one of the “most rigorous and well-run processes I’ve ever known”.
“It is, no doubt, a challenge - in my opinion, we need to embark on a PR and damage-control exercise,” he said, adding that the agency had made recommendations regarding a new brand positioning, which is based around the concept ‘Sri Lanka is undiscovered’.
The new tourist population seeks not just sights, sounds, people and products of destinations, but more an experimental interaction with the soul of the destination,” said Weerackody.
“Therefore, the brand strategy must reflect the soul of Sri Lanka, not its smiles and attractions, which are neither distinct nor unique. This was the basis of our thinking.”
The country has been using the ‘Land like no other’ platform for a lengthy period, but has not had a formal creative AOR for several years, other than a sporadic relationship with Batey.
Weerackody added that budgets remained unclear.
However, sources have pointed out that the tourism body is looking to spend approximately US$2 million in six key destinations, which include the UK, Germany, France and India.
“We may not be able to embark upon a huge TV and print campaign, so we need to go online,” he said.
Ogilvy Advertising VP David Mayo described the pitch as one of the “most rigorous and well-run processes I’ve ever known”.
