The organization is currently calling for credentials for Sri Lanka-based agencies to “carry out advertising activities locally and internationally for Sri Lanka Tourism”. The tender marks a revival of Sri Lanka Tourism’s dormant advertising activities.
In recent years, the country has focused more on PR and trade marketing, along with tactical campaigns in select local markets. It is not believed that a formal AOR relationship currently exists, although the body has worked extensively with Singapore’s Batey for a number of years.
A number of MNC agencies are believed to be lining up for the pitch including Grant McCann Erickson, which handles Sri Lankan Airlines, and Phoenix Ogilvy & Mather. However, the tender provides no indication as to either scope or spend.
“The country needs a campaign for tourism,” said Grant McCann Erickson managing director Neela Marikkar.
“But it’s unclear if the board is looking for a cohesive brand strategy.”
Tourist arrivals in 2006 to the country reached 559,603 —an increase of nearly two per cent over the year before, which was blighted by the 2004 tsunami. However, the current year has seen a sudden downward trend, particularly from key Western European markets, after the resumption of the country’s 27-year-old civil war.