Sri Lanka seeks ad firm for tea campaign

Kris Canekeratne at LBR LBO Tech Conference

Nov 15, 2010 (LBO) – Sri Lanka will call for expressions of interest internationally to hire advertising and media firms to handle a 10 million dollars a year Ceylon tea promotion campaign, a senior Tea Board official said. Other important but smaller markets are the Far East, Europe and North America.

“That step (hiring an advertising agency) we hope to do very fast,” De Alwis said.

“Probably we’ll float the tender by the end of this month or the latest by early December.”

The Tea Board will police the use of the funds raised from the new promotion levy but how the money will be used will be decided by a committee dominated by exporters and other private sector tea industry interests.

De Alwis said that already, advertising agencies have been sounded out about the Ceylon tea promotion campaign.

“We told them there will be a global tender and they will have to apply when the EOI is announced.” The global marketing campaign to promote Ceylon tea will be launched next year with funds from a new levy of 3.50 rupees a kilo on exports that came into effect in November.

The island exports about 300 million kilos of tea, its main export commodity, a year and the new levy will raise about a billion