Representation Plus

Representation Plus is a UK PR and marketing consultancy for the travel and leisure industries. The company is owned by Alison Cryer, who has also owned another travel PR specialist First Public Relations since 2012.

Helping Sri Lanka counteract its war-stained reputation

Representation Plus has handled Sri Lanka's PR for a number of years, since at least 2010. Its key objective was apparently to raise awareness of Sri Lanka as a holiday destination, but in its promotional portfolio admits to 'crisis management' work during and post the country's brutal civil war, 'counteracting negative publicity'.

It strategy was to:

'counteract Sri Lanka’s image of civil unrest and position the emerging “Refreshing” new destination as a safe, desirable holiday location for the discerning traveller through highly pro-active PR activities aligning Sri Lanka with similar luxury consumer brands, events and celebrities. Crisis Management during and post the civil war, counteracting negative publicity. Activities included press trips, press releases, placing 8 feature articles per year, creating consumer event opportunities such as the Chelsea Flower Show with the Orchid Society and Bird Show with Bill Oddie.

For its (undisclosed) fee, Sri Lanka's return on investment included:

RESULTS/ROI: Over £1.19 million of press coverage and £1.73 million of TV coverage over 2 years giving a total ROI of 29 fold on a total PR budget of £101,250. Helped to increase visitor figures by 50% in 2010 and put Sri Lanka on the luxury, value for money, family, beach, culture and wildlife holiday hotlists.

Clients

• Sri Lanka Tourism Promotion Bureau

Website

• http://www.representationplus.co.uk