The international award-winning brand campaign for Sri Lanka Tourism titled So Sri Lanka was successful due to its ability to unlock the economic value of Lankan culture.
CEO of Wunderman Thompson Sri Lanka Alyna Haji Omar expressed these sentiments to LMD TV on August 12.
The brand campaign was shown to multiple stakeholders including members of parliament, ambassadors, and industry stakeholders. The campaign won an award for its viral video that looked to capture the Sri Lankan experience through the viewpoint of the wildlife that inhabits the island.
The campaign was created to cater across markets from the UK, Europe, the Middle East, and China. Omar said “It has been a tremendous example of data lead collaboration. In creating So Sri Lanka it was just not a question of coming up with a fun tagline that everyone could buy into but how brand Sri Lanka would use it. We created it as an amplifier brand so it is part of the digital ecosystem.”
Omar added “Sri Lanka is not interchangeable with other experiences. It is not just another island it is an experience and an emotion.”
Omar added that Sri Lanka was unique in its ability to offer a large array of experiences in a very short span of time. The campaign’s viral film won the ‘Best Viral film’ in the Brand Film Awards in London recently. The category spans all viral videos for any type of brand.
The campaign was developed by Wunderman Thompson in partnership with Landor Singapore and PR partner BCW London. Omar noted that people now tend to plan their travel itinerary digitally and as such a digital presence in marketing is very important.
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