Sri Lanka will be re- branded! From an island of a “Small miracle” to the “Wonder of Asia” Sri Lanka will be now seeking a new tagline to be decided by an “expert” committee of three members. Not even the minister knows it yet but it is to be out by November.
Tourism Development Minister John Amaratunga told the Business Times on Wednesday that it was not his business to work on a new branding.
“That is not my business – it is handed over to the expert committee – and next week I will try to find someone to give you an interview with details,” he said in reference to the global promotion campaign to be launched in November for which the plan itself has not yet been worked out.
He noted that the nation branding would be carried out by the three member committee appointed in this regard namely tea industry veteran Merrill Fernando, advertising expert Ranil De Silva and former Ministry Secretary Esala Weerakoon.
It is learnt that the paper on the global promotion campaign with a new branding would be sent to the Cabinet next week.
The launch in London would be solely to brand Sri Lanka with its new identity and not the campaign itself, it is learnt.
The international bids called would be then given the branding to carry out the campaign, the minister said.
However the details of the plan were yet to be worked out and it had not yet been handed over to the minister even by last Monday.
