Kumar Sangakkara’s and Mahela Jayawardene’s ‘Live Events’ launched


Live Events, the First and Only Locally-based Destination and Events Promotion Company, made its mark in the corporate world recently, with a glitzy and glamorous trade launch attended by Sri Lanka’s political and corporate elite including the country’s Minister of Tourism Development and Christian Religious Affairs John Amaratunga, SriLankan Airlines Chairman Ajith Dias, Sampath Bank Deputy General Manager Tharaka Ranwala, MAS Holdings CEO Nathan Sivagananathan, Hameedia’s CEO Fouzul Hameed, celebrity restaurateur Dharshan Munidasa, Emirates Sri Lanka Country Manager Chandana de Silva and SAP Sri Lanka Country Business Head Michael Sathasivam, amongst many others.

Launched on October 20, at the Kingsbury Hotel in Colombo, Live Events (www.liveevents.lk) has been founded and managed by Shaq (Chief Executive Officer), along with Kumar Sangakkara (Board Director) and Mahela Jayawardene (Board Director), with this game-changing venture being truly unlike any other company in existence today. It has a mission to attracting A-list celebrities to Sri Lanka and, through them; raise the international standing of this unique and diverse island paradise even further

Or to put it in Live Events CEO Shaq’s own words; "We are merging celebrity marketing and destination promotion into one goal, whilst giving Sri Lanka an experience of having A-list celebrities visit the country for entertainment and infotainment, and in turn giving these celebrities an experience of Sri Lanka that they could take away with them."

Explaining this innovative idea in greater detail, Shaq also revealed that, no matter what concert or programme Live Events will promote in the future, one of its key objectives will be to uplift the profile of Sri Lanka using the fame of A-list celebrities as a channel, which will be achieved via Social Media, one of the world’s most powerful, yet cost effective, marketing tools.

Commented Shaq, "We do not look for celebrities who are in the region, as the idea of achieving the goal to experience Sri Lanka will be lost, as time is of short supply for touring artists. We will contractually bind them to spend an extra few days in Sri Lanka after their show, taking in the sights, requiring that they send out three social media updates from here, and limiting their travel within the region to always keep the focus on Sri Lanka."

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