During the October festival in Munich, a taxi campaign was launched by the Embassy of Sri Lanka in Berlin in collaboration with Sri Lanka Tourism Promotion Bureau in Colombo. Purpose of this project was to promote Sri Lanka as a destination for Tourism with unique aspects. The campaign was implemented by the local advertising agency 2 Men Group. October festival is being held annually in Munich, which is visited by millions of people not only from various parts of Germany but from many other neighbouring countries as well. This time it was held from 22nd September to 07th October. Estimation of the visitors of 2012 is 6,9 million.
From 15th September to 14th October 100 taxies were flying on the roads of crowded historical Munich city in day and night with pictures pasted on either sides of each taxi which brought higher awareness of the destination Sri Lanka and it's nature and beauty. Pasted motives on both sides of 100 taxies displayed Wildlife, Adventure Sports, Cultural Heritage, Ayuruveda Treatments and Beaches of Sri Lanka. Apart from that a flyer with facts on Sri Lanka in German language was distributed along with the taxi road show.
According to Sri Lanka Tourism Development Authority, Germany is the third biggest market and arrival of German tourists has increased in 46% in the month of September 2012.