The Ceylon black Tea promotion campaign kicked off this December 2020, with a total investment of Rs.35million aimed at boosting “Ceylon Tea – The World Favorite Tea” though social media platforms.
Sri Lanka Tea Board (SLTB) Director Promotion Pavithri Peiris told, the promotion campaign would be conducted through the 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 three months period in each market.
Due to the COVID-19 pandemic, all promotions have been confined to digital platforms methods to reach out to the markets and common platforms such as FB, Twitter, Intragram, Youtube, LinkedIn and indigenous platforms like Vkontakte (Russia), Baidu, Wechat, Sina Weibo, Xiaohongshu (China) and Facenama, Aparat (Iran) are selected to this campaign.
SLTB approved three digital videos and 12 short video clips for the initial exercise for three months period. SLTB would evaluate the progress monthly.
A proposal approved by the Promotional and Marketing Committee as well as the Board of Directors of Sri Lanka Tea Board to launch a short term promotional campaign during the pandemic period with a view to rebuild the brand image of “Ceylon Tea”. 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 entrusted to handle the Black Tea Campaign