Mastercard wanted to revive the troubled tourism industry in Sri Lanka, by promoting it as a key tourist destination amongst its regional customer base of 180 million.
Client : Mastercard
Concept and Script
Challenge
Imagine a place where emerald green mountains meet pristine beaches, where ancient temples hold rich histories, and where every corner bursts with vibrant colors and flavors. This paradise is none other than Sri Lanka, a country that has enchanted travelers for years.
The tragic Easter Sunday attacks in 2019 and subsequent economic and political turmoil in the recent past have deeply affected the nation. Unfavorable media coverage, particularly regarding the economic crisis, had cast a shadow over Sri Lanka's reputation as a beautiful and lively destination.
As a result, Sri Lanka had temporarily lost some of its shine as an attractive tourist spot.
Idea
It was clear that something had to be done to reignite the world's love for this extraordinary place.
So, we decided to do something truly special, something that resonated with the depth of our affection for Sri Lanka. We chose to write a love letter - an open invitation for travelers to discover the magic of this land for themselves
For a while now, we've been missing the authentic voice of Sri Lanka. Our perception of the country has been shaped primarily by biased media depictions. We recognized that it was important to rebuild the narrative and present Sri Lanka as the joyful, imaginative, and adventurous place it truly is.
To lend authenticity to this love letter, we enlisted the voice of a legend, the iconic cricketer Mahela Jayawardene, who became voice and face of the entire campaign.
"Sri Lanka, with love" emerged as a truly intimate and heartfelt poetic piece, speaking directly to our target countries in a voice that was not just authentic but also personal.
Each video was personalized to each country (India, Bangladesh and Maldives) and was signed off with "Sri Lanka, with love," just like a real love letter.
Results
- The campaign effectively shifted the image of a crisis-ridden country into a vibrant destination, engaging with our target audiences in India, Bangladesh, and the Maldives, leveraging our key influencer, Mahela Jayawardena's popularity and credibility in these countries.
- The campaign garnered massive levels of organic reach and engagement from the public and key opinion leaders, including the likes of Harin Fernando, Minister of Tourism Sri Lanka, endorsing the campaign.
- The campaign's 'User-generated content' element encouraged citizens in Sri Lanka showcase the Island's beauty by sharing photos and videos with the hashtag #SriLankawithlove. This was followed by thematic content on Mahela's social media platforms. This grassroots engagement strategy helped create interest and showcased the island's beauty in an authentic way.
- Mahela Jayawardene's involvement not only inspired travelers but also instilled a sense of national pride, fostering a united effort to showcase the best of their homeland.
