Sri Lanka targets millennials with new brand platform

The Sri Lanka Tourism Promotion Bureau (SLTPB) has announced a new brand identity under the platform ‘So Sri Lanka’ which targets millennial travellers who select holiday destinations based on what they can hope to experience there. Revealed at World Travel Market in London, the new brand platform is grounded on the insight that Sri Lanka is more than just a destination, it’s a feeling. The 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.
Madubhani Perera, Director—Marketing, SLTPB, says “There has never been a better time for a rebrand. Sri Lanka has just been named Lonely Planet’s Number One Destination for 2019. For us ‘So Sri Lanka’ symbolises our evolution with the digital revolution. The modern traveller goes online to seek inspiration and to find the next life-changing travel experience. ‘So Sri Lanka’ helps us evoke the inimitable feeling of our beautiful, vibrant, authentic and generous country through the smartphones of potential travellers.”
Sri Lanka is the essence of a people renowned for their hospitality, a stunning landscape, rich biodiversity and a wealth of immersive experiences on offer for travellers. The rebrand marks the start of Sri Lanka’s fresh approach to destination marketing.