‘So Sri Lanka’ short but sweet for diverse country
by Steve Hartridge
The Sri Lanka Tourism Promotion Bureau (SLTPB) unveiled its new brand identity at a gala dinner in London this week.
The ‘So Sri Lanka’ tagline, chosen to showcase that the country is “more than just a destination; it is a feeling,” marks the start of a fresh approach to destination marketing, Vasantha Senanayake, Minister of Tourism and Wildlife, said.
“No one word can describe Sri Lanka, but one word as short and simple as this perfectly embodies the fact that Sri Lanka embraces all and everything,” added the minister, who was in the UK for World Travel Market.
He said the campaign - with its many sub-straplines like So Bold, So Pristine, So Colourful, So Flavourful, So Scenic, So Serene, and presented in a variety of vibrant colours – helps capture a nation that is known for its spectacular beauty, rich biodiversity and range of immersive experiences on offer for travellers.
The ‘So Sri Lanka’ brand platform will be fully rolled out early next year through a multi-channel international campaign across all the main digital platforms.
Activities will include a film showing off Sri Lanka’s wildlife. It will be produced by Nicola Brown whose previous accolades include the digital series Our Blue Planet that ran alongside David Attenborough's Blue Planet II.
It will primarily target millennial travellers, who are thought to place more of a premium on the adventures and opportunities for experiential activities destinations can offer.
“Statistics show that in 2020, 50% of travel revenue will be spent by millennials. With Asia a millennial favourite we are committed to making Sri Lanka future-savvy and a vibrantly relevant destination going forward,” the minister added.
‘So Sri Lanka’ heralds the beginning of a new era that will see tourism establish itself as the most significant sector contributing to the country’s economy over the next few years, he said.
UK visitornumbers to Sri Lanka increased by 23% in the first 10 months of 2018.