Sri Lanka Tourism Promotion Bureau unveils new brand platform to entice Millennial Experience Seekers
You’re
Feeling “So Sri Lanka”: Sri Lanka Tourism Promotion Bureau unveils new
brand platform to entice Millennial Experience Seekers
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 JWT 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.
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 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. View the teaser film here: www.Srilanka.travel
or on Facebook,
YouTube and
Instagram.
Described
by travel bible, Lonely Planet, as an ‘island opening up to new
travelers 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. Visit
www.srilanka.travel
to find out more.
No comments