- Total investment of the campaign at Rs.35mn
- Funds sourced from Promotion & Marketing Levy under SLTB
- Targets Russia, Ukraine, Japan, China, Germany, USA, Chile, Australia, Saudi Arabia, Turkey, United Arab Emirates and Iran
- MullenLowe Sri Lanka to handle the campaign
The Ceylon Black Tea promotion campaign kicked off this December 2020, with a total investment of Rs.35 million aimed at boosting the theme‘Ceylon Tea – The World Favourite Tea’ through social media platforms.
Sri Lanka Tea Board (SLTB) Director Promotion Pavithri Peiris said the promotion campaign would be conducted through social media platforms in countries such as Russia, Ukraine, Japan, China, Germany, USA, Chile, Australia, Saudi Arabia, Turkey, United Arab Emirates and Iran, and the campaign is rolled out from December 2020 to March 2020 for a three- month period in each market.
Due to the COVID-19 pandemic, all promotions have been confined to digital platforms such as Facebook, Twitter, Intragram, Youtube, LinkedIn and indigenous platforms like Vkontakte (Russia), Baidu, Wechat, Sina Weibo, Xiaohongshu (China) and Facenama, Aparat (Iran).
SLTB approved three digital videos and 12 short video clips for the campaign. SLTB would evaluate the progress monthly.
The campaign was a result of a proposal approved by the Promotional and Marketing Committee as well as the SLTB Director Board to launch a short-term promotional campaign during the pandemic period with a view to rebuild the Ceylon Tea brand image.
The funds required for the campaign have been sourced from the Promotion & Marketing Levy established under SLTB.
MullenLowe Sri Lanka, a leading advertising agency with international network was selected under the government tender procedure and is entrusted to handle the campaign.