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SriLankan Airlines scores a hat-trick at Golden City Gate Awards 2018

April 6, 2018 Accolades No Comments Email Email

SriLankan Airlines, the National Carrier of Sri Lanka and a member of the oneworld alliance, reaffirmed the global appeal and innovativeness of its marketing communications endeavors yet again, by winning three awards at Golden City Gate Awards 2018 at ITB Berlin, the world’s largest tourism trade fair.

The 18th edition of the awards saw a jury 40 members judging 157 submissions sent by over 30 countries.

SriLankan Airlines was awarded the ‘First Star’ in the campaign category for its Melbourne launch campaign “Two Cities, One Spirit.” It also bagged the ‘Second Star’ in the same category for its brand campaign in China themed “The Spirit of China, the Story of Sri Lanka.” The third, another ‘Second Star’, was bestowed upon SriLankan for its video “The Largest Carrier to India” in the TV Cinema Spot category.

“We are honored to receive these three prestigious awards at this year’s Golden City Gate Awards. This is the second consecutive time that we have been commended at these Awards and this proves the universal appeal of our marketing communications endeavors. These awards will certainly inspire us further to explore new avenues in creative conceptualization and creation of unique content to take Sri Lanka to the world”, said SriLankan Airlines General Manager Marketing, Mr. Saminda Perera.

The ‘First Star’ winning submission, the “Two Cities, One Spirit” campaign was created for the launch of new Melbourne to Colombo flights and celebrates the kinship between Melbourne and Sri Lanka. This was aimed to appeal to the Sri Lankan Diaspora in Melbourne and the Australians who are attracted to exploring new destinations and adventure on the island.

The creative executions were inspired by the similarities that exist in both Sri Lankan and Australian cultures, expressed through visuals that celebrate the vivacity and passion deeply rooted in food, art, cricket, surfing and the iconic wildlife that are inherent to both destinations.

The use of a location pin as a stylistic element widely recognized by the contemporary traveler was aimed to emphasize on the non-stop connectivity (the point-to-point quality) and that the connections can be extended to onward destinations across the Airline’s network. The Airline’s direct daily services between Colombo and Melbourne was well received by passengers, and has been a commercial success.

The Airline envisages that this momentous entry to Australia will pave the way for further expansion in the region.

The ‘Second Star’ winning entry “The Spirit of China, the Story of Sri Lanka” is an attempt to reach out to the Chinese travelers through a medium which is familiar to them. The visuals that depict the Chinese traditional painting styles portraying prominent icons of Sri Lanka, was a pictorial translation of a destination through a visual dialect which is close to their hearts.

 

This campaign was a brand building initiative and an effective way to direct travelers and potential travelers to the language specific content created on Sri Lanka for their perusal.

SriLankan Airlines’ presence in China accounts for 20 flights per week to four destinations (Shanghai, Beijing, Guangzhou and Hong Kong) from Colombo. Given that Sri Lanka has been progressively witnessing an increase in tourism from China, as the National Carrier of Sri Lanka, SriLankan will continue to explore potential expansion opportunities such as frequency enhancements and induction of new cities.

The third award was received in recognition of its video titled ‘The Largest Carrier to India’ which captures the vibrancy, liveliness and the diversity of India through attractive visuals and a captivating soundtrack. It portrays everything that embodies India as an extraordinary destination worth exploring.

Currently, SriLankan Airlines is the largest international carrier connecting India with the world with 135 flights a week from 14 prominent cities of India. This visual depiction, whilst touching upon the inherent features of India, highlights the Airline’s extensive connectivity.

SriLankan Airlines has been aptly supported by its creative agency, J Walter Thompson Sri Lanka in all these creative endeavors. The agency’s creative expertise and the understanding to align with global trends have made its association with an international airline truly remarkable and award-winning.

Every year the Golden City Gate Awards recognise and reward the creative efforts of the global tourism industry, expressed through various mediums. The campaigns are judged by an international jury based on a point system and each submission is evaluated for its creativity, innovativeness, design, structure, authenticity and whether it encourages the audience to visit the destination.

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