The Sri Lanka Tourism Promotion Bureau (SLTPB) announced a new brand identity, under the creative platform “So Sri Lanka”.
Revealed at the World Travel Market trade show in London, the new brand platform “So Sri Lanka”, created by advertising agency J. Walter Thompson Sri Lanka and Landor Singapore, is grounded on the insight that Sri Lanka is more than just a destination, it’s a feeling. Sri Lanka is the essence of a people renowned for their hospitality; a stunning landscape, rich biodiversity and a wealth of incredible, immersive experiences on offer for travellers.
The rebrand marks the start of Sri Lanka’s fresh approach to destination marketing. The Minister of Tourism and Wildlife, Hon. Minister Vasantha Senanayake comments: “The launch of the So Sri Lanka brand is not only exhilarating – it’s the beginning of a new era. We envisage that tourism will flourish to be the most significant sector contributing to our economy – that’s the goal we aspire to reach in the next few years.”
It is also important mentioning that this is the first time in history that Sri Lanka tourism has worked towards building a strategic digital-first perspective, ‘So Sri Lanka’ is an amplifier brand that supports and engages typical Millennial travel exploration, this is important in view of the statistic that in 2020, 50% of travel revenue will be spent by millennials, and Asia is a millennial favourite – so we are committed to making Sri Lanka future-savvy and a vibrantly relevant destination going forward.”
Madubhani Perera, Director Marketing SLTPB comments: “There has never been a better time for a rebrand. Sri Lanka has just been named The Lonely Planet’s Number One Destination for 2019. For us “So Sri Lanka” symbolises our evolution with the digital revolution. The modern traveller goes online to seek inspiration and to find the next life-changing travel experience. “So Sri Lanka” helps us evoke the inimitable feeling of our beautiful, vibrant, authentic and generous country through the smartphones of potential travellers.”
The campaign will target millennial travellers who select holiday destinations based on what they can hope to experience there. The “So Sri Lanka” brand platform has a contemporary, social and engaging design to reflect the heart and individuality of the country. It will roll out across all tourism promotion materials in a multi-channel, international campaign starting early next year – this will be a significant global campaign that will be amplified across all relevant digital platforms, targeting tourists from key source markets in Europe, Asia and the Middle East.
To drive mass awareness of the new brand platform, the SLTPB is partnering with award winning wildlife producer, Nicola Brown, whose previous accolades include the digital series Our Blue Planet which ran alongside David Attenborough’s Blue Planet II, to create the first of its kind film shot from the viewpoint of Sri Lanka’s rich and diverse wildlife.
To encourage travellers to choose Sri Lanka for an experience like no other, the film will showcase the country’s unique landmarks, vibrant cities and breath-taking landscapes including Sigiriya, Dambulla, Kandy and Ella through the eyes of the island’s inhabitants who know it best. The film will be distributed across digital and owned social channels, as well as being the focus for an earned media PR campaign across key markets – India, China and the UK. A sneak peek of the film is released today with the full-length film being released in early 2019.
Described by travel bible, Lonely Planet, as an ‘island opening up to new travellers like never before’, Sri Lanka is a haven for wanderlust travellers seeking adventure, unique culture and a chance to witness the country’s ‘rich and accessible wildlife’ for themselves.