TBM Staff - Mumbai
SriLankan Airlines recently achieved a Gold Award in the “Marketing-Carrier” category at the Pacific Asia Travel Association (PATA) Gold Awards 2024 in Bangkok for its campaign, “Colours of Jaffna.” This campaign, the first by any Sri Lankan entity to exclusively promote the island’s northern region, successfully brought global recognition to Jaffna, further amplified by CNN naming it one of Asia’s most underrated destinations.
Among 100 global entries, PATA awarded 24 entities, with “Colours of Jaffna” standing out for its powerful engagement. The campaign reached over 14 million people across social media, achieving more than 500,000 interactions, making it one of SriLankan Airlines’ most successful efforts to date.
Saminda Perera, Head of Marketing at SriLankan Airlines, expressed gratitude to the management, partners, and marketing team, emphasising their ongoing mission to showcase Sri Lanka’s unique destinations. He noted that the campaign’s recognition reflects its impact on the travel industry and travelers alike.
Bringing the campaign to life, “Colours of Jaffna” spotlights Jaffna’s waterfronts, historic forts, temples, and festivities through vibrant visuals and a rhythmic soundtrack capturing the city’s charm and cultural energy. Further promoting the destination, SriLankan Holidays introduced exclusive Jaffna travel packages, in partnership with Jetwing Hotels, which also won a PATA award in the “Climate Change Initiative” category.
