Under the guidance of Ministry of Economic Development, Sri Lanka Tourism Promotion Bureau launched a mega taxi advertising campaign in Germany early this year with the ceremonial launch of the campaign taking place on 07th March 2014 at Messe Berlin fairground during the ITB Travel and Trade Fair.
Under this campaign 300 taxies were branded focusing on tourism attraction themes appealing to the German market such as Ayurveda, Wildlife, Beaches, Heritage and Culture featuring‘Sri Lanka –A Journey Awaits’ tagline. The campaign covered four major cities in Germany such as Berlin, Hamburg, Munich and Frankfurt running for a 6 months period consecutively.
The campaign has so far received very high response from the target audience in Germany and from the Sri Lanka travel trade partners. According to the research it shows that the German arrivals to Sri Lanka have increased by 24% compared to same period last year soon after the campaign was launched in four major cities. The travel agents and tour operators have said that the booking engine reservations from Germany has sharply increased and the inquiries made for Sri Lanka travel packages have gone up considerably since then.
The Taxi campaign was aimed to attract high-end tourists to the country by reaching the key cities in Germany where the frequency of spotting these advertisements is quite high. SLTPB has initiated the “Global Mega Promotional Campaign” this year under the guidance of The Ministry of Economic Development of Sri Lanka with the intention of increasing tourist arrivals from European region. As part of this campaign 1200 taxis are being branded featuring key tourism attractions of Sri Lanka in major destinations around the world including UK, France, Germany, Korea and Japan.
SLTPB ensured that the use of taxi advertising is a powerful tool for Sri Lanka Tourism Promotion Bureau to drive brand awareness and help project the country as a beautiful tourist destination across German cities. As an outdoor advertising format, advertising on taxis allows huge reach to valuable audiences who will be drawn in by this attractive campaign. The German campaign has shown encouraging signs of the of Taxi branding campaigns by creating a huge impact through the four chosen locations in Germany by creating opportunity to attract winter holiday planners across Germany to Sri Lanka.
- Sri Lanka Tourism Promotion Bureau