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Sri Lanka launches new brand identity
Sri Lanka tourism officials have launched a new brand identity under the strapline ‘So Sri Lanka’.
Unveiled at World Travel Market in London this week, the new platform is based on the idea that Sri Lanka is ‘more than just a destination, it’s a feeling’.
It comes as Sri Lanka was named the number one destination by Lonely Planet for 2019.
"There has never been a better time for a rebrand," said Madubhani Perera, director marketing SLTPB.
"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."
Minister of Tourism and Wildlife, Hon. Minister Vasantha Senanayake said: "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."
The campaign, led by digital marketing, will target millennial travellers who select holiday destinations based on what they can expect to experience there.
A film has been made about Sri Lanka’s rich and diverse wildlife by wildlife producer, Nicola Brown, who worked on the digital series Our Blue Planet which ran alongside David Attenborough’s Blue Planet II.
It will be distributed across digital and owned social channels, as well as being the focus for PR campaign across key markets – the UK, India, and China.
A sneak preview of the film is released today with the full-length film being released in early 2019.
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Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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