The National Carrier of Sri Lanka and member of the One World alliance, reaffirming the success of its marketing communication endeavors, concludes the year with seven global awards. The Airline’s communication focus that signifies its ambassadorial role of taking Sri Lanka to the world through a global dialect, has been well received by the public and the passengers and was recognized by communication experts and members of juries across major travel and tourism award ceremonies worldwide.
The Airline’s purple patch began at ITB Berlin earlier this year, where it won three coveted awards at the Golden City Gate Awards, beating over 148 submissions by 32 countries. The three awards included a First Star award in the ‘Airlines- corporate’ category for its product video, another ‘First Star’ for its India Outbound video in the TV Cinema spot category and a ‘Third Star’ award in the same category for its Melbourne Marathon video 2018.
This was the third consecutive time that SriLankan Airlines was applauded at this podium and the second consecutive time that the Airline managed to bag three awards.
Following the Easter Sunday tragedy that created a massive negative impact on the country’s tourism industry, SriLankan Airlines steered a passenger interaction initiative at its home base, the Bandaranaike International Airport, coinciding with the cultural festival Vesak. Tourist arrivals continued to dwindle, while travel advisories aggravated the situation even though the country’s security was reinstated and Sri Lanka was once again ready to welcome the world.
As a Sri Lankan entity that has a strong global voice, it was vital that SriLankan Airlines took this message to the world. The campaign proved to be an overwhelming success, reaching an audience of 7.6 million people with 1.2 million engagements via live streaming over YouTube and Facebook, which went on to win the ‘Best Marketing Innovation’ award from the Airline Passenger Experience Association (APEX), beating Qatar Airways and Virgin Atlantic that were the other shortlisted nominees in the category.
PATA Awards 2019, was another global platform where SriLankan Airlines was applauded after a break of 12 years. The Airline’s marketing campaign that marked the commencement of operations between Melbourne and Colombo titled ‘Two Cities, One Spirit’ received a gold award in the category ‘Marketing - Carrier.’ “Two Cities, One spirit” stems from a place of honouring and celebrating the kinship between Melbourne and Sri Lanka, which was aimed to appeal to the Sri Lankan Diaspora in Melbourne and the Australians who are attracted to adventure on the island.
Proving the Airline’s network strength and consistency of its marketing communication endeavors, the Airline managed to bag ‘Asia’s Leading Airline to the Indian Ocean’ title for the third consecutive year and ‘World’s Leading Airline to the Indian Ocean’ for the fourth consecutive year at the esteemed World Travel Awards, Asia and World ceremonies consecutively. The Airline was also nominated for the titles ‘World’s Leading Airline,’ ‘World’s Leading Airline - Business Class,’ ‘World’s Leading Airline – Economy’ and ‘World’s Leading Cultural Airline.’
SriLankan Airlines also went down in history as one of the title sponsors of the historic Melbourne Marathon, as it became Australia’s largest ever Marathon this year, attracting a total of 37,185 athletes, whilst SriLankan Airlines’ Half Marathon event recorded yet another sellout.
SriLankan Airlines looks forward to continue its award-winning stint in the year 2020, reaching out to more of the world with the message of the country’s multi-faceted beauty and inherent characteristics that have shaped the core of its award-winning service.
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