MUMBAI: Following a multi-agency pitch, Havas Media India partnering with its local partner in Sri Lanka, agxa, has won the digital media mandate of Sri Lanka Tourism Promotion Bureau (SLTPB).
The account size is estimated to be approximately Rs 30 crore and will be handled out of the agency’s Gurgaon office led by Uday Mohan, managing partner - North and East India.
The mandate includes social media, mobile and website.
Sri Lanka Tourism Promotion Bureau (SLTPB) is the authoritative government body responsible for handling all marketing and promotional activities related to the travel and tourism industry of Sri Lanka. The bureau headed by the chairman, managing director and a board of directors comprising of representatives from the Tourist Hotels Association of Sri Lanka, Sri Lanka Association of Inbound Tour Operators, Association of Small and Medium Enterprises in Tourism was established in 2007 after enactment of the Tourism Act No. 38 of 2005 under the portfolio of the ministry responsible for tourism.
SLTPB carries out marketing campaigns targeting both the trade and consumer segments to support reaching the government’s tourism arrival and revenue targets.
The SLTPB intends to launch a global destination marketing campaign for Sri Lanka over a period of three years. The campaign will be an integrated brand campaign focused on promoting awareness of tourism products in Sri Lanka, increasing the number of tourist arrivals, and targeting more high-value tourists to achieve the targets laid out for the sector.
Tourism Development MP, minister John AE Amaratunga says, “A transformation of the tourism industry is required to make Sri Lanka competitive in the global travel market place. Our vision is to be the world’s finest island for memorable, authentic and diverse experiences. SLTPB’s aim is to provide improved quality of services and service delivery by embracing digital and social mediums. The underlying goal of all efforts is to offer world-class visitor experiences while still being firmly rooted in the inherent natural, cultural, historic and social capital of Sri Lanka.”
Havas Media Group CEO - India and South Asia Anita Nayyar adds, “Sri Lanka is a vibrant, exciting and cultural destination and tourism is an incredibly important sector with over 2 million visitors each year spending approximately US$ 3.5 billion. The industry is poised to offer great growth and investment potential. We are delighted that Sri Lanka Tourism found value in our offering and appointed us to partner them in their endeavour to promote this beautiful island nation.”
According to a study conducted by Havas Group, travel and tourism ranks No. 1 as the most meaningful category globally and brands that are meaningful enjoy 60 per cent higher chance of purchase in this category.
