Visiting Journalist Program

Introduction

Visiting Journalist Program (VJP) is one of the main public relation (PR) programs conducted by Sri Lanka Tourism Promotion Bureau (SLTPB) under international marketing promotions. This program focuses on various aspects of promoting destination Sri Lanka through different media platforms acting as a powerful marketing tool for generating publicity to destination Sri Lanka. The program facilitates journalists from countries around the world, to gather firsthand experience visiting various parts of Sri Lanka and in return, generating insights to influence travel decisions of potential visitors to destination Sri Lanka.

Objectives

The main objective of Visiting Journalists Program is to annually bring down a target number of Journalists representing leading print and electronic media in the world to promote Sri Lanka.
All promotional efforts are lined up to enhance foreign media exposure on Sri Lanka with journalists promoting 08 brand enhancement events ( 8 wonderful experiences in 8 wonderful days) under Sri Lanka Tourism value proposition consisting Authenticity, Compactness and Diversity.

Selection Process

• Awareness Creation

  The target number of media for the program is announced at the beginning of every year and missions are informed accordingly to comply with the task. Basic criteria are as follows:

  

• Receiving Inquiries

  Journalists are sourced from each market mainly with the assistance of Embassies & High Commissions, Travel Agents, Tour Operators, Airline agents, Destination Management companies, Public Relation Agents (where applicable) and by web research, contacts and inquiries received by any other credible source.

• Screening

  Media will be vetted by Public Relation Division of SLTPB to see if their profiles match with the objective. Main considerations under evaluation are:

  • Evaluation of the inquiries
  • Investigation with other sources
  • Embassy /High Commission recommendation
  • Financial and Procurement approval by the management

Implementation

• • Finalizing the project to be implemented.
  • Implementation of the project
  • Follow up on the publicity (Embassies ,SLTPB and Trade Representative Committee)

  * The cycle will repeat for all VJP inquiries in the same manner.

• Main Points of Contact for Selection

  • Sri Lanka Embassies & High Commissions abroad
  • Sri Lanka Tourism Promotions Bureau – Public Relations Division
  • Sri Lanka Tourism Promotions Bureau – Market Officers
  • Tour Operators
  • Airline agents
  • PR Agents
  • DMC’s
  • Web and internet
  • Other credible sources

• Main areas of Sponsorship provided under the program

  • Accommodation
  • Meals (H/B) or (F/B) Basis
  • Transport
  • Guide or Chauffeur
  • Site Permissions
  • Government Approvals
  • Visa recommendations
  • Itinerary Planning
  • Air Tickets (optional - special consideration for reputable journalists. Airlines to be approached for sponsorship)

  ** Any other special requirements depending on the nature of the program/publication.

• Main items to be included into the Media application

  • Profile of the media ( Media Kit)
  • Advertising Rates
  • Samples of Previous work.
  • Commissioning letter from Editor/Producer
  • Relevant Embassy/High Commission’s Recommendation
  • Proposed Program for Sri Lanka
  • Fully completed VJP Form ( refer below Sample )

• Deliverables & Follow up

  The publicity follow up and obtaining copies ( both hard and soft ) is the responsibility of the SLTPB, PR Agents (if appointed by SLTPB) and Embassies/High Commissions in order to ensure ROI of the investment made to bring down the journalists.