Sri Lankan Tourism and Promotion Bureau
The Sri Lankan Tourism and Promotion Bureau wanted to reposition Sri Lanka as the cultural epicentre of Asia. The campaign was to showcase Sri Lanka as a high value destination, offering extraordinary experiences that reflect their natural and cultural heritage.
We designed a festival that included VIP trade events, press launches, media days and a stellar line-up of consumer entertainment.
With national media and state politicians present, the campaign achieved what it set out to do which was build hype and excitement around the destination and cross the cultural borders between Australia and Sri Lanka.
The two-day festival was attended by over 40,000 visitors and the tourism bureau saw a 15% spike in visitation to their website during the campaign period. The board has also seen a significant spike in Australian tourism since the launch of this campaign and as such the campaign will be repeated again in 2021.