The six - Phoenix Ogilvy & Mather, Grant McCann Erickson, Grey First Serve Advertising, Leo Burnett Solutions, JWT, and BatesAsia 141 - are expected to make presentations within the next two weeks.
The development comes after a prolonged downturn in the nation’s fortunes as a tourist destination, after the 2004 tsunami and the resumption of the country’s 27-year-old civil war.
The development comes after a prolonged downturn in the nation’s fortunes as a tourist destination, after the 2004 tsunami and the resumption of the country’s 27-year-old civil war.
The selected agency will be tasked with conceiving a major new brand campaign to revitalise Sri Lanka’s tourist appeal in global markets.
In recent years, the country has favoured public relations and tactical campaigns in select local markets. While there is no formal AOR relationship, Sri Lanka Tourism has worked with Singapore agency Batey for a number of years.
“They’ve definitely got something to sell,” said a source involved in the pitch.
“It just needs to be sold the right way.”
The initial tender called on agencies to “carry out advertising activities locally and internationally for Sri Lanka Tourism.”
However, the size and scope of the assignment remains unclear. Sri Lanka is forecasting a 20 per cent fall in tourist arrivals and revenue for 2007, thanks mainly to the renewed civil war. In the first half of 2007, tourism earnings fell 20 per cent to US$218 million.
