Love is certainly in the air. Sri Lankan Airlines is tapping the 'feel-good' factor of this month to boost the tourism industry, which got affected by Tsunami. McCann Erickson is creating the new campaign, "fall in love again," and the objective is to invite tourists to visit Sri Lanka as the nation recovers from the huge catastrophe. As per industry sources, the campaign is supposed to hit in the second week of February.
Asked on the campaign, Prasoon Joshi, Regional Creative Director for South Asia and South East Asia, McCann Erickson, said, "The concept is based on recommendations from the European Media Agency and is using the Valentine theme. The idea is that many arrows in Cupid's quiver represent different types of holidays. So you can fall in love all over again by visiting Sri Lanka."
"The campaign is a very tactical in nature and only consists of a single print execution (strip format)," he added. On the rationale behind the campaign, G T Jeyaseelan, head of commercial of Sri Lankan Airlines, said, "After the Tsunami disaster, tourist inflows from Japan and Europe had taken a dip by around 40 per cent. But now the traffic is steadily picking up."
"India is the number one tourism generating country for Sri Lanka, whose total annual tourist inflow last year stood at around 5,50,000. The target for 2005 was originally 6,00,000. Though the Airline has lost its best months in recuperation, it hopes to catch up with its original target in the course of the year and the campaign is expected to aid this effort," added Jeyaseelan.