Mahela’s scintillating stroke-play and Murali’s mesmeric bowling were the cynosure of all eyes during the World Cup semi-finals and finals. However, amidst the spectators, one could not help noticing an enthusiastic group of supporters. They were flaunting boards emblazoned with traditional Sri Lankan masks and were prominent enough for the cameras to focus on time and again.
Therein lies a tale of innovative Marketing and creativity. The attractive blue boards featuring cricketers and masks were developed in Colombo and dispatched to the West Indies. The package also contained Sri Lankan flags, Sri Lanka Tourism Board (SLTB) caps, T-shirts and banners. The messages on the boards were subtle and understated. Anything more overt would have been considered ‘commercial’ – which cameramen have been trained not to focus on.
The group of thirty Sri Lankans studying in the USA was upgraded so that they could be together in one enclosure, to enhance their collective visibility. This initiative was the brainchild of the SLTB, implemented in collaboration with our embassy in Washington.
To incur this expenditure – albeit small - soon after March 2007, in which month tourist arrivals declined by 36%, takes foresight and guts. A multiplicity of factors – from adverse travel advisories to the Cricket World Cup - had contributed to the decline.
In his wood-paneled office, Renton de Alwis, SLTB’s Chairman, exuded optimism while talking exclusively to the Financial Times on Thursday. “When you’re not doing well,” he proclaimed, “be seen in the best of places!” There is a palpable sense of excitement in his voice as he describes the board as ‘dream sellers’ whose “business is to be positive.”
Immediately after the famous victory over New Zealand, the SLTB released a message congratulating the Sri Lankan cricket team at 4 o’clock in the morning!
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