The Sri Lanka Tourism Promotion Bureau (SLTPB) announced on Friday (20) that it launched its global 'So Sri Lanka' campaign with CNN. Commercial spots across CNN international channels in Europe, the Middle East, Africa feed, Asia Pacific feed, and South Asia feed commenced airing on Friday (20) for a duration of three months. The SLTPB said that this high-frequency, primetime-targeted advertising will provide much-needed awareness for the destination right now amongst the consumers worldwide, especially in the tourist generating markets of Sri Lanka. This consumer awareness campaign on the destination will comprise CNN Editorial, Travel Sri Lanka vignettes, and feature a Great Big Story in addition to worldwide TV advertising. Minister of Tourism Development, Wildlife, and Christian Religious Affairs John Amaratunga said: “The Government has done quite a lot of programmes after the April incident. It is vital to execute a campaign of this nature on an urgent basis to boost tourism demand for Sri Lanka.” SLTPB Managing Director Charmarie Maelge said: “While there’s strong confidence amongst the tour operators to feature and promote Sri Lanka, consumer demand needs to be re-established to levels prior to 21/4. Through this global advertising campaign, we hope to boost tourist demand for the destination and regain popularity as the number one destination to visit. Already, we see an improvement and consumer awareness such as this will help us recover the tourism industry to where it was earlier.” Further, the SLTPB has in the past carried out two campaigns with CNN in 2014 and 2018.