The Sri Lanka Tourism Promotion Bureau (SLTPB) is planning its most comprehensive global campaign in over a decade, with a budget of Rs. 1.6 billion, starting in January 2024. The campaign is aimed at promoting Sri Lanka’s potential as a tourism destination to attract experience seekers. The plan includes a holistic approach encompassing traditional and new age marketing communications, including digital marketing, public relations, and celebrity endorsements. The SLTPB is partnering with Phoenix Ogilvy, a creative and strategy agency, to develop the campaign.
The plan also includes promoting Colombo’s unique urban cultural lifestyle, including its theatre culture. While the theatre scene may not rival New York’s Broadway or London’s West End, it is worth exploring as an urban cultural facet that could be promoted to a small niche market in the Anglophone world. A well-planned strategy between SLTPB’s official marketing communications partner and stakeholders in Colombo’s English theatre scene is needed to incorporate the experience of Sri Lankans in the campaign.
Source: DailyFT
