SriLankan Airlines, continuing to reaffirm the universal appeal of its marketing communication content, won a Gold award for its campaign “#SriLankanPromises” in the category “Marketing-Carrier” at the Pacific Asia Travel Association (PATA) Gold Awards 2021, held on 8 September.
This year’s virtual award ceremony crowned 20 Gold Award winners and two Grand Title winners out of 113 entries submitted by travel and tourism organisations and individuals worldwide, judged by a panel of 18 industry experts. This is the third consecutive PATA Gold Award won by the airline out of the overall count of four awards that it has managed to win so far.
#SriLankanPromises is the brand retention campaign steered by the airline during the first global wave of the Covid-19 pandemic where all activities across the world, including air travel came to an indefinite standstill. Therefore, in the absence of an actual opportunity to serve its valued customers, and openings where the customers and supporters could actively engage with the airline brand, the campaign was aimed at spreading positivity, advocating the importance of staying home and retaining the enthusiasm and anticipation for future travel, all the while emphasising the underlying message of safety and wellbeing. The campaign was well-received by the social media community with over two million impressions.
SriLankan Airlines Chairman Ashok Pathirage said: “We are honoured to receive this award, specially at a time that we are resuming our global connectivity and inviting the world to experience our warmth and hospitality once again. As we look ahead for better days, an award is a validation that we are on the right track, and an inspiration to undertake more of such rewarding projects. I take this opportunity to thank PATA for this recognition, our supporters, well-wishers, and our valued customers across the globe for their support, goodwill and loyalty over the years.”
The #SriLankanPromises campaign, carried out through the airline’s corporate social media pages, presents a threefold promise of the airline’s renowned service, the promise of taking the traveller to the marvels of its home base Sri Lanka and travellers across the globe to their desired destination on the wings of SriLankan Airlines. One of the extensions of the campaign is the in-lockdown content collectively created by the airline’s staff in commemoration of cultural festivities such as Vesak and Eid.