Phoenix O&M secured the business following a final round that 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.
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. “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 around the concept ‘Sri Lanka is Undiscovered.’
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, including 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.
