Sri Lanka
User-generated content.
CLIENT
Sri Lanka Tourist Board
SCOPE
Copywriting
Art direction
AGENCY
Ogilvy, Sri Lanka
As TripAdvisor demonstrates, people want recommendations from travellers, not copywriters. We knew most people who visited Sri Lanka had positive things to say, so we proposed a site where they could share their experiences and upload photos and video. Content could be mapped and filtered by interest, while a forum would enable travellers, locals and the tourist board to talk to each other. The user-generated content would then be repurposed as advertising. 
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