The bank wants to build confidence in international business media based in London and Asia, and sees London as the ideal international hub from which to do so.
Sri Lanka is still recovering from the 2004 tsunami and its long-running civil war in the north. But despite the difficulties, Sri Lanka experienced 6.5 per cent growth in 2007 and the Central Bank wants to position itself as a success story.
Bell Pottinger group agency Good Relations pitched to the Central Bank as a joint project with Sri Lankan advertising firm Triad.
'The win came as a result of the contacts we are building in Sri Lanka working with the business community and Government in Colombo,' said Good Relations CEO Teresa Anne Dunleavy. Good Relations picked up an inward investment and tourism brief from the Sri Lankan government in November last year (PRWeek, 10 November 2007).
The Central Bank of Sri Lanka recently won a top Asian banking award for its debut into the international bond market with a £250m offering to the markets, which snapped up more than 130 international investors.
The Good Relations team media and strategy director Malcolm Munro met the President of Sri Lanka Mahinda Rajapaksa, ministers and the island's business leaders in December.