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Boost for Sri Lanka on tourist promotional series

by Tharika Goonathilake

Sri Lanka will benefit from a US$ 1 million (Rs 90 million) free tourism promotional series in the prestigious 'Sights and Sounds' CNN international holiday destinations program this year.

The free, 364, one minute spots, will be an 'extra bonus of free air time,' received by SriLankan Airlines for their extensive advertising contract with CNN over the 1999-2000 period.

The internationally acclaimed program, which has gained a reputation for being one of the most effective forms of promoting sights and sounds of places to an international audience, has been widely sought by tourism authorities in many countries.

An official of the Tourist Board said that SriLankan Airlines has offered this free bonus air time to the Tourist Board to promote the country's diverse attractions. The promotional spots will be produced on a cost sharing basis with the Board of Investment.

Eight main themes covering the country's diverse attractions in keeping with the varied and specialised needs of today's discerning traveller will be produced by the Sri Lanka Tourist Board.

The eight themes include the country's Adventure Sports Opportunities, Cultural Heritage, Flora and Fauna, Heritage Sites, Natural Beauty, Spiritual Focus, Cosmopolitan Angles and Cricket.

"Of the eight selected themes, four have already been produced and has been released for broadcast in the CNN's Europe and Far East markets," the official said.

The other four snippet spots will be released at the end of the month and will go on air on the 'Sight and Sound' program till late April this year.

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