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Techsailor Group Pte Ltd partnered CNN Turner Broadcasting Sales Southeast Asia, Inc in a marketing campaign, "Visit Sri Lanka 2011", which took place from 24th January to 1st May 2010. Techsailor conceptualized an interactive and holistic marketing campaign for the Sri Lanka Tourism Promotion Board (SLTPB), built around an online community at http://visitsrilanka-2011.com.This provided the SLTPB with a single medium of using social media integrated avenues to spread SLTPB's brand message and achieve key objectives.
The campaign aimed to achieve the following key objectives:
-To position Sri Lanka as an untouched and exotic must-go destination for global travellers
-To educate viewers of Sri Lanka’s rich culture and history and numerous activities to suit different breeds of travellers
-To create social media presence for Sri Lanka on popular social media platforms Facebook.com and Twitter.com, futher leveraging and mutually enhancing Sri Lanka Tourism's pre-existing online media properties hosted on Flickr and YouTube
"Visit Sri Lanka 2011" campaign aimed to reach out to more of the affluent and IT-savvy crowd, who were already bombarded with other advertisements that competed for mindshare. A more focused strategy was needed to cut through the noise created. The campaign revolved heavily on online word-of-mouth and peer recommendation to create a ripple and increase customer communication and brand exposure. The media strategy was based on a viral loop with two components that self-perpetuates to generate awareness and word-of-mouth referral.
"Visit Sri Lanka 2011" effectively increased customer communication and engagement between prospective travellers and Sri Lanka. Techsailor is very privileged to be part of this successful campaign which reached out to 54,000 users online and generated 28.7m impressions. In adddition, coupled with offline promotion efforts, SLTPB saw an increase of 48.5% of inbound tourist in the first half of 2010 as compared to the previous year.
Read more about the campaign case study
CNN partnered with Techsailor to provide Sri Lanka Tourism Promotion Board (SLTPB) the support of social media in virally spreading their brand message to a vast online community. A very vital element in this campaign was to introduce Sri Lanka as a culturally vibrant and beautiful holiday destination to prospective travelers. Techsailor provided a solution by building a contest around Visit Sri Lanka, that would encourage netizens to build their itineraries, share photos and design T Shirts. The competitive element was fuelled by a very lucrative first prize and saw a very high level of engagement with the Sri Lanka Tourism brand. Techsailor seamlessly executed the campaign providing vital insights and data that helped SLTPB to tweak certain elements to keep the interest level high. CNN greatly values the support Techsailor have provided to build a successful campaign for a valued client.
Sonali Chatterjee, Regional Sales Director, CNN
Techsailor has been a great company to work with. We started out with an idea of providing a platform for scubu divers to connect and they were able t...
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