Ceylon Black Tea Campaign Kicked Off Through Social Media Platforms
Ceylon Tea is recognized as one of the finest tasting teas in the world due to it’s overall well balanced tasting profile with ideal body, strength, flavour and aroma for a perfect cuppa. Sri Lanka Tea Board is the semi-government organization which regulates the quality of Ceylon Tea and most importantly, this reputed body is responsible for promoting Ceylon tea worldwide. As Sri Lanka Tea Board had reported, The Ceylon black Tea promotion campaign kicked off this December, with a Rs.35 million (USD 0.18 million) investment aimed at promoting “Ceylon Tea – The World Favorite Tea” though social media.
Sri Lanka Tea Board (SLTB) Director Promotion Ms. Pavithri Peiris mentioned, 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.
Because of COVID-19 pandemic, all promotions have been confined to digital platforms methods to penetrate in to the markets and common platforms such as Facebook, 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.
Sri Lanka Tea Board has approved 3 digital videos and 12 short video clips for the initial exercise for three months time. The progress will be evaluated on monthly basis.
A proposal approved by the Promotional and Marketing Committee as well as the Director Board of Sri Lanka Tea Board to launch a short term promotional campaign during the pandemic period with a view to rebuild / uplift the brand image of “Ceylon Tea”. The funds required for the campaign have been sourced from the Promotion & Marketing Levy established under Sri Lanka Tea Board. 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.
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