The much awaited and long overdue Ceylon Tea Global Campaign which faced delays due to several reasons, would be launched this year, targeting three countries namely China, Russia and Japan, starting from May.
The Sri Lanka Tea Board has a budgetary allocation of Rs. 4.5 billion ear-marked for the implementation of the Global Campaign for the next two years. “Nine more countries would be added in 2020,” said Chairman, Sri Lanka Tea Board Lucille Wijewardana.
“In addition, the Tea Board would also allocate a further Rs. One billion to sponsor (50%) tea promotional campaigns launched by the private sector,” he added.
The launch in China is scheduled for May and Russia in September under Phase I. The other target destinations within the first stage are Germany and Ukraine in October and Japan in November. The launches for the rest of the countries namely USA, Saudi Arabia, Turkey, Australia, UAE, Iran and Chile are programmed for 2020. He said that emphasis would be targeting KOL (Key Opinion Leaders) in most of the countries, while traditional methods too would be used in some countries.
“The main objective of the promotional campaign is to enhance the awareness of Ceylon Tea and emphasize the linkage with the Lion Logo trade mark and the origin of Sri Lanka.”
The budgetary allocation for Global promotions would come from the Tea Cess Fund which presently has around Rs. 6 billion, he disclosed.
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