Sri Lanka to be promoted as year round destination with ‘Island Escapes’ campaign

Sept 12, 2018 (LBO) - ‘Island Escapes’, a marketing campaign to promote Sri Lanka as a year-round destination to boost arrivals during off season will be launched later this week, the Tourism Minister said. "The official launch of the campaign will take place on 15 September and will be targeting specific countries," Minister of Tourism and Christian Affairs John Amaratunge said. “This scheme was developed four months ago with the assistance of 18 airlines, 33 destination marketing companies, advertising agencies and local hotels.” The first leg of this program would be launched from mid September to November with an investment of 65 million rupees with the island hoping to attract additional 200,000 tourists. Under the promotion airlines that fly to Colombo would be offering special discounted fares. The Sri Lankan hoteliers will be offering a special three night package starting from US 99 dollars under this promotion and In addition participating airlines including SriLankan Airlines, Emirates and Qatar will be offering special rates on airfares as well. The success of this program would help Sri Lanka Tourism to launch their second stage from May to August next year.
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The campaign strategy includes development of four micro-sites within the Sri Lanka Tourism portal in English, Hindi, Chinese and Arabic. It will also include media buying where all platforms will be included such as social media, video blogs, booking engines, search engines, mobile app advertising, direct mail campaigns and print media.