Buoyed by the results of its 2011 campaign 'Refreshingly Sir Lanka - Wonder of Asia', the Sri Lankan Tourism Promotion Bureau (SLTPB) announced a new campaign for 2013 'Get Sri Lankaned' in five emergent markets, including India.
Sri Lankan Cricket Board Secretary Nishantha Ranatunga announced that former Sri Lankan cricket team captain Sanath Jayasuriya will be the brand ambassador for Sri Lankan tourism. Key stakeholders for the initiative include a number of entities from the Sri Lankan Government like Sri Lanka Cricket, travel and tour operators associations and bodies and private players, all contributing to and participating in the campaign
Spends of around Rs 675 million have been planned for the 'Get Sri Lankaned campaign' across the five countries that include India, China, the Middle East, Japan, and Korea. The largest chunk of the budget has been earmarked for China followed by India where the SLTPB has allocated about Rs 200 million. Though television spends will be included later in India, the bureau plans to focus initially on outdoor, print, radio and road shows.
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