VZCZCXYZ0001
RR RUEHWEB

DE RUEHLM #0039/01 0100551
ZNR UUUUU ZZH
R 100551Z JAN 08
FM AMEMBASSY COLOMBO
TO RUEHC/SECSTATE WASHDC 7465
INFO RUCPDOC/USDOC WASHDC
RUEHNE/AMEMBASSY NEW DELHI 1702
RUEHCG/AMCONSUL CHENNAI 8215

UNCLAS COLOMBO 000039 
 
SIPDIS 
 
SIPDIS 
 
EB/CBA FOR DENNIS WINSTEAD 
 
E.O. 12958: N/A 
TAGS: BEXP ETRD KIPR CE MV
SUBJECT: BFIF FY08 PROPOSALS FOR SRI LANKA AND MALDIVES 
 
REF: (A) STATE 159597 
(B) 07 COLOMBO 1403 
(C) 07 COLOMBO 1627 
 
¶1.  Post expresses its appreciation for continued BFIF support of 
commercial activities in Sri Lanka and Maldives.  Post has witnessed 
considerable success from BFIF support for the "American Pavilion" 
at the annual Maldives trade show (ref B); the Ambassador and post's 
Econ/Commercial Section strongly encourage the Department to fund 
this request again in 2008.  Following are post's two requests for 
2008 BFIF funding. 
 
¶2.  Primary Request:  MALDIVES:  American Trade Pavilion: 
 
(a) Justification: The American Pavilion at the Maldives Hotel and 
Trade Expo is a key contributor to expanding U.S. commercial 
interests in the Maldives.  The Pavilion has recorded significant 
growth since its inception in 1999 with noteworthy results achieved 
by U.S. companies participating in this event.  The show, which 
initially began as a catalog display, has developed into a 
full-fledged American Pavilion at the largest annual trade show in 
the Maldives. The American Pavilion is a major attraction at the 
trade show, garnering high levels of interest by government 
ministers and business visitors due to the diversity of products, 
technologies, and services displayed by U.S. companies, agents, and 
institutions.  Prominent U.S. corporations such as GE Energy, GE 
Infrastructure & Appliances, Southwest Windpower, Bell, and Cessna 
were among the U.S. exhibitors in 2007. 
 
As reported in ref B, the 2007 trade fair generated useful leads to 
participant companies, especially in the following categories: 
energy; food and beverage; commercial interiors; and finished 
textiles (canopies, cushions, sunshades).  Additional opportunities 
have also been realized.  For example, an interior design company 
carrying U.S. products established an office in Male' to handle its 
increased business following the show, and an IT provider plans to 
organize a product launch due to the positive response received at 
the show.  U.S. eggs and fruits, which are exported to Maldives as a 
result of previous shows, continue to expand their market share as 
the exporter reaches further contacts through regular participation 
in the American Pavilion.  Maldivian government officials also 
showed strong interest in Lockheed Martin's multi-million dollar 
vessel tracking system.  Representatives of Lockheed Martin made a 
follow-up visit to the Maldives in November to continue discussions 
in this respect.  Finally, a renewable energy company that was 
introduced to the Maldives through previous participation in the 
American Pavilion raised government interest in expanding its wind 
power projects to Maldives. (Note:  This company officially 
inaugurated its already-operating pilot wind power project on 
January 7; both President Gayoom and the Ambassador participated in 
the event, which we will report septel.) 
 
Post considers the Maldives trade fair an important element of its 
economic and commercial outreach portfolio in Maldives, where the 
USG currently had no permanent representation.  The Ambassador's 
active participation at the trade fair in 2007 demonstrates the 
importance of this event to post's overall economic strategy with 
Maldives.  The Ambassador's participation continues to be noted and 
appreciated by Maldivian government and business representatives, 
many of whom the Ambassador personally escorted through the 
Pavilion.  The Ambassador also hosted a well-attended reception at 
the trade show; guests included numerous cabinet ministers, 
officials of government agencies, and private sector contacts. 
 
Maldives presents opportunities for U.S. firms for a diverse range 
of products and technologies, with renewable energy, environment, 
information technology, communications, electronics, construction 
products, services, and food and beverage being particularly viable. 
 The tourism industry continues to fuel significant demand for 
imports.  The lack of domestic agricultural production generates 
heavy demand for food and beverages.  The planned construction of 
approximately 40 new resorts is an opportunity to further expand 
U.S. exports.  Although the Maldives is a comparatively small 
market, there is wide acceptance of superior quality and hi-tech 
products among consumers and resort managers.  The expansion of the 
existing international airport island near the capital to include 
new hotel, conference facilities, and other infrastructure brings 
new prospects for U.S. companies in technology, products, and 
services. 
 
(b) Planning Milestones: The exhibition organizers have not yet 
finalized the dates of the 2008 show, but we expect it to be set for 
August or September.  The show will be held in the main conference 
center in the capital, Male'.  Promotional strategy, logistics and 
related issues will be coordinated with exhibitors, the Maldives 
Chamber of Commerce, GSO, PD and the exhibition organizer. 
 
(c) Estimated Costs: $15,000 
 
(d) Post point of contact: Kami Witmer, Economic Officer; Adrian 
Mendis, Commercial Specialist. Tel: 94-11-2498500, Fax: 
94-11-2437345, Email: witmerka@state.gov, mendisa@state.gov 
 
(e) Post will solicit funds from other USG agencies such as FAS, FCS 
and Department divisions like PD and regional office of Science & 
Technology to fund components of the trade show related to those 
respective agencies 
 
(f) Outcome/Success Criteria: 
- Expansion of current exports to Maldives and increased visibility 
of U.S. products and technology. 
- Forming partnerships and sales contracts between exhibitors and 
Maldivian firms. 
- Reinforce the "Made in the USA" brand in all sectors with emphasis 
on food and beverage, technology and equipment for infrastructure 
projects. 
- Increase in commercial inquiries from Maldivian businesses. 
- Identify opportunities and initiate a significant U.S. 
infrastructure project. 
- No of visitors attending the show 
- No of contracts and sales achieved by exhibitors 
 
(g) Follow-up strategy: Post will assist and coordinate with 
exhibitors to conclude contracts and sales. Close follow up on 
previous shows have helped establish strong relationships between US 
pavilion exhibitors and Maldivian businesses. 
 
¶3.  Secondary Request:  SRI LANKA:  American Chamber of Commerce 
(AmCham) IPR Awareness Campaign 
 
(a) Justification:  Although Sri Lanka has acceptable intellectual 
property rights (IPR) legislation, public awareness (including that 
of government officials) of IPR is low.  Pirated goods are common, 
and consumers are often unaware of the dangers of buying fake auto 
parts, medicines, and computer software, among other items.  The 
American Chamber has embarked on an outstanding IPR awareness 
campaign aiming to raise citizens' knowledge of the concerns 
surrounding IPR violations.  Having completed the first two phases 
of the project -- very well-received print and radio ads -- AmCham 
is preparing to enter the television market for the third phase.  To 
date the program has been entirely supported by donations from 
AmCham member companies and non-member U.S. companies with ties to 
Sri Lanka.  (Note:  AmCham Sri Lanka is comprised primarily of Sri 
Lankan companies with commercial ties to the U.S.; the number of 
American companies -- defined as those with over 50% U.S. equity -- 
is low.)  The campaign has also received wide-ranging support from 
the Sri Lankan National IPR office, industry, and other Chambers. 
 
(b) Planning Milestones:  The TV campaign, if current proposed 
funding is realized, is scheduled to run for three months on a 
popular local television station and will air in all three local 
languages (Sinhala, Tamil, and English).  Based on the popularity of 
the print and radio ads, AmCham would like to increase the amount of 
time that the ads run on television.  AmCham has approached the 
government to enquire about using state television (at low or no 
cost) to further publicize the anti-IPR message.  They also hope to 
tie the ad campaign into further training for local officials, 
following on a magistrates' training that was completed in 2007.  If 
proposed funding is not realized, BFIF funding would ensure that the 
TV campaign is aired.      If separate funding is realized, BFIF 
funding for this campaign would allow the campaign to run its 
preferred time frame of six months. 
 
(c) Estimated Cost:  $6000 
 
(d) Post point of contact: Kami Witmer, Economic Officer; Adrian 
Mendis, Commercial Specialist. Tel: 94-11-2498500, Fax: 
94-11-2437345, Email: witmerka@state.gov, mendisa@state.gov 
 
(e) Anticipated Outcomes:  Although the outcome of a campaign such 
as this is difficult to quantify, the following measures would help 
to evaluate the programs effectiveness: 
 
- Increased general awareness by the public of intellectual property 
rights.  This would be measured by on-the-spot interviews of local 
citizens, feedback from member companies, numbers of inquiries and 
registered complaints to local authorities, and numbers of court 
actions. 
 
- Increased cooperation by government officials (outside the 
National IP Office) in addressing IPR violations and concerns in 
country. 
 
(f) Follow-on Strategy:  AmCham will continue to solicit funds and 
in-kind donations from other sources (member companies, the European 
Chamber, the Government of Sri Lanka, other chambers, and 
international industry associations) to fund additional portions of 
this campaign and to develop and provide follow-on IPR-awareness 
 
activities, including training sessions for government officials and 
the business community. 
 
BLAKE