"Rediscovering Sri Lanka: The Hidden Gem of Asia" : a creative brief to boost Sri Lankan Tourism in a time of socio-economic need. Here's the collaborative campaign design solution and its process my team came up with!
Background research and realistic market segmentation made it apparent that Sri Lanka's biggest competitors in the tourism sector were mostly neighboring nations with selling points such as natural scenic beauty, hospitality and tourism infrastructure, cultural diversity and rich heritage; Factors that Sri Lanka too, was trying to sell with limited resources, a failing economy and a bad reputation after the recent political unrest.
We've been trying to sell a perception of Sri Lanka as an island of 'serenity', 'tranquil elegance' and 'sacred heritage' for decades! Unfortunately, in today's fiercely competitive tourism landscape, simply relying on these attributes may not be enough to stand out.
First, Sri Lanka has to face the facts and figure out what our ideal tourism market should be. Then, Sri Lanka has to get creative. This is where we come in!
Music Credits: Cheap Thrills by Sia, Sandaru Sathsara Covers
Video Credits: Multiple owners (All rights belong to the rightful owners, as this content is solely for academic purposes, respective copyright and fair use)
Our Big Idea:
"Cheap Thrills" is a Sri Lanka Adventure Tourism development campaign targeting European Youth on the basis of "Adventure Redefined: Whatever your Budget is, We can fit you in!"
"Cheap Thrills" is a Sri Lanka Adventure Tourism development campaign targeting European Youth on the basis of "Adventure Redefined: Whatever your Budget is, We can fit you in!"
The campaign seeks to deviate from a traditional idea of luxury and refinement, rather rediscovering adventurous experiences and potentially attractive unseen tourism hotspots in the country, to deliver an authentic taste of Sri Lanka to an expansive audience.
The target market for the campaign is European Youth (20-35 years); one of the main reasons being that Europeans are already no strangers to visiting the country according to the statistical analyses of tourism reports.
We aim to appeal to backpackers to small business owners to freelancers to students to CEOs because we believe that Sri Lanka has a little bit of something for everyone, in spite of what's in your pockets.
