JWT likely to bag Rs.464mn promo campaign to revive tourism

Sri Lanka is likely to award Rs.464 million global publicity campaign to J. Walter Thompson (JWT) to revive the country’s tourism brand by, which has been adversely impacted by Easter Sunday attacks, Mirror Business learns.

Sri Lanka Tourism chief Kishu Gomes on Monday told reporters that Sri Lanka Tourism Promotion Bureau (SLTPB) and the Tourism Ministry have finalized the Cabinet paper and Tourism Development, Wildlife and Christian Religious Affairs Minister John Amaratunga will present it to the Cabinet of Ministers shortly. 

Although Gomes refrained from mentioning the party earmarked, several tourism industry sources told Mirror Business that the SLTPB director board had selected JWT to implement the campaign subject to Cabinet approval. 

One source said SLTPB is now negotiating with JWT to get a discounted rate for the campaign. 

The publicity campaign is scheduled to run for one and half months and Gomes said it might get extended depending on its success. 

JWT has carried out campaigns of this nature to revive tourism in several other countries, which had faced similar situations.  In Egypt, JWT carried a 3-year promotional campaign to improved Egypt’s image in 27 tourism markets, and won several Effie awards for that campaign. 

JWT is also responsible for developing Sri Lanka’s new tourism brand and slogan.

(NF)