Sri Lanka launches promotional campaign in Australia


Sri Lanka Tourism Promotion Bureau (SLTPB) launched a promotional campaign in Australia, alongside the national cricket team’s tour of Australia, aimed at attracting 50,000 Aussie travelers in 2013.

The campaign, which began on the start of the ‘Boxing Day’ Test match at the Melbourne Cricket Grounds (MCG) will be continued during the test series and the upcoming five one day international(ODI) matches between Sri Lanka and Australia, according to a SLTPB statement.

It said the campaign will reach nearly 75 million TV viewers around the world, who would be watching the matches. “The latest cricket based promotional campaign, the first of its kind in Australia by the Sri Lanka, is part of the overall program of Sri Lanka Tourism to attract Australian travelers,” the statement added.

Many promotional methods are being used to target both the crowd in the stadium and TV viewers watching Cricket matches across the world. Video vignettes and commercials are the tools being used to promote the country, which are displayed on the Mega LED screen, located in the ground.

“Sri Lanka has only attracted just 0.5% out of the seven million Australians who have travelled out of their country annually. Sri Lanka Tourism targets to attract 50,000 Australian tourists in 2013,” the statement said adding that so far 35,000 Australians have visited the country this year.