September 13, 2024 | Press Release

SriLankan Airlines has earned global recognition at the Pacific Asia Travel Association (PATA) Gold Awards 2024, held in Bangkok, securing a Gold Award in the “Marketing-Carrier” category. The winning campaign, Colours of Jaffna, marks a significant milestone as the first marketing initiative by any Sri Lankan entity to exclusively focus on the island’s northern region. The recognition comes at a timely moment, with Jaffna recently highlighted by CNN as one of Asia’s most underrated destinations.

PATA’s Gold Awards, which celebrated 24 outstanding travel and tourism initiatives this year out of 100 global entries, are judged by a panel of 23 industry experts. The Colours of Jaffna campaign stood out not only for its creativity but also for its impressive reach, engaging over 14 million viewers across social media, with more than 500,000 interactions.

Saminda Perera, Head of Marketing at SriLankan Airlines, expressed gratitude for the campaign’s success, attributing it to the collective support of the airline’s management, partners, and his team. He emphasised the airline’s commitment to showcasing Sri Lanka from fresh perspectives, and was pleased to see their efforts acknowledged by both the travel industry and global travellers.

The campaign’s vibrant visuals, which celebrate Jaffna’s colourful waterfronts, historic forts, temples, and festivals, captured the city’s cultural energy. The accompanying video soundtrack mirrored the region’s natural rhythm, enhancing the experience for viewers.

To complement the marketing push, SriLankan Holidays, the airline’s leisure arm, launched a series of Jaffna-centric holiday packages, in partnership with Jetwing Hotels. Jetwing was also a winner at PATA 2024, taking home the award for “Climate Change Initiative.”

The Colours of Jaffna campaign not only spotlights a region rich in history and culture but also reinforces SriLankan Airlines’ ongoing efforts to promote the country’s lesser-known gems to the global travel community.