The Sri Lanka Tourism Promotion Bureau has announced a new brand identity, under the creative platform So Sri Lanka.

Revealed at the World Travel Market trade show in London, the new brand platform, created by advertising agency JWT Sri Lanka and Landor Singapore, is grounded on the insight that Sri Lanka is more than just a destination.

Sri Lanka is the essence of a people renowned for their hospitality; a stunning landscape, rich biodiversity and a wealth of incredible, immersive experiences on offer for travellers.

The rebrand marks the start of Sri Lanka’s fresh approach to destination marketing.

The minister of tourism and wildlife, minister Vasantha Senanayake commented: “The launch of the So Sri Lanka brand is not only exhilarating – it’s the beginning of a new era.

“We envisage that tourism will flourish to be the most significant sector contributing to our economy - that’s the goal we aspire to reach in the next few years.”

“It is also important mentioning that this is the first time in history that Sri Lanka tourism has worked towards building a strategic digital-first perspective.

“So Sri Lanka is an amplifier brand that supports and engages typical millennial travel exploration, this is important in view of the statistic that in 2020, half of travel revenue will be spent by millennials, and Asia is a millennial favourite – so we are committed to making Sri Lanka future-savvy and a vibrantly relevant destination going forward.”

The campaign will target millennial travellers who select holiday destinations based on what they can hope to experience there.

The So Sri Lanka brand platform has a contemporary, social and engaging design to reflect the heart and individuality of the country.

It will roll out across all tourism promotion materials in a multi-channel, international campaign starting early next year – this will be a significant global campaign that will be amplified across all relevant digital platforms, targeting tourists from key source markets in Europe, Asia and the Middle East.

More Information

As part of the new campaign, Sri Lanka Tourism Promotions Bureau is working with award winning wildlife producer, Nicola Brown, to create the first of its kind film shot from the viewpoint of Sri Lanka’s rich and diverse wildlife.

A teaser of the film was launched at World Travel Market in London. Take a look below: