In-line with global best practices on destination branding and AT Kearney’s recommendations to improve the overall rankings and the attractiveness as a leading destination for IT-BPM services, the Sri Lanka IT BPM brand that was created in 2014 was consistently used till the beginning of 2019 to give visibility and promote the country as a viable destination for IT-BPM services and to source technology and skill.
This brand was launched as an image changing campaign, bench marking Sri Lanka against the other competing countries in the region and leveraging Sri Lanka as a knowledge hub, highlighting the hygiene factors the industry/country possesses as a competitive destination; ICTA has led a stakeholder driven approach from designing to implementing of the brand, and has been closely working with the relevant government bodies and industry associations such as EDB, BOI, SLASSCOM, FITIS, The Computer Society of Sri Lanka (CSSL) etc. Subsequently, through a branding committee that was formed in which ICTA’s Industry Development program too got involved as a stakeholder for its consultative process, above brand got evolved and was launched as the “Island of Ingenuity”
Furthermore, ICTA through the Industry Development Program has played a pivotal role in coordinating with the stakeholders of the IT-BPM industry to ensure a unified message is delivered as a nation. The brand and Sri Lanka as a destination is continuously promoted when exhibiting at country pavilions, via social media, country promotion material such as the country video, the country book and mission booklets.
And at international business community networking forums, ICTA delivers customized presentations on Sri Lanka, highlighting the many ways the country is transforming towards a creative knowledge-based society through digitally empowered citizenship, giving rise to a conducive environment for investment and conducting of business. Meanwhile, all promotional material and country pitches are customized towards the different target groups/markets, and the country/brand is promoted during targeted roadshows, networking forums etc.