Tourism campaign in India boosts Indian visits to the island

CEAT Kelani Holdings Managing Director Ravi Dadlani (right) and Lanka Ashok Leyland CEO Umesh Gautham exchange the OEM agreement

Oct 19, 2006 (LBO) – Sri Lanka has seen a 22 percent jump in Indian visitors during a six months promotional campaign across top metro cities India, a local industry group said Thursday. The Sri Lanka – Small Island, Big Trip campaign ran from March to August this year across Mumbai, New Delhi, Chennai, Bangalore and Hyderabad, brining in an extra 10,000 visitors over the same period last year.

The increased Indian traffic also resulted in additional earnings of 600 million rupees, the Tourism Cluster a grouping of private sector tourism associations and firms and The Competitiveness Program (TCP) in Sri Lanka said.

The 1.4 million dollar campaign, funded by the US Agency for International Development, were largely print advertisements and short clips broadcasted through Indian television channels as well as cable TV.

The campaign was developed by advertising agency J Walter Thompson.

“Popular and professional reaction to the campaign has been very positive. It has helped boost and reposition the image of Sri Lanka in the minds of Indian viewers and travelers. It has also helped support the continued growth in Indian arrivals to Sri Lanka,” the Tourism Cl

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