Economy News from Sri Lanka: The much-anticipated worldwide tea marketing campaign would lastly get off the ground on September 25, with the first promotional exercise taking place in Russia. This would be followed by the second promotion in Ukraine in October, said Pavithri Peiris, Director Promotions, Sri Lanka Tea Board. She added that, according to plan, Japan was assigned as the third nation for a worldwide promotion. That would be in March next year, followed by China, she said at the Shangri-La Hotel in Colombo on the sidelines of the NCE awards launch case.
The complete advertising budget would be around Rs. 600 million for the three activities, out of which this year around Rs. 350 million would be used. The Sri Lankan Tea Board (SLTB) would also engage in Russia’s World Food Expo on September 25 and also hold meetings and promotions to encourage Sri Lankan tea with major supermarket chains in Moscow. “In addition, meetings with important decision-makers / influencers in Russia would also be held.” Russia stayed as Ceylon Tea’s third-biggest importer until October this year. This would be the beginning of the worldwide tea promotion campaign of Rs.4.5 billion, while nine other nations were recognized. The campaign is anticipated to raise awareness of the Ceylon Tea brand, especially among the younger generation, and to distinguish the genuine Ceylon Tea product, which would assist Ceylon Tea to reposition itself as a top brand among high-quality tea drinkers.
“Although the worldwide tea marketing campaign was announced last year, it did not take off as scheduled, for multiple reasons and Navin Dissanayake, Minister of Plantation Industries, played the main part in obtaining the required permission for the campaign,” she said.