SriLankan Airlines’ ‘Two Cities, One Spirit’ campaign wins gold award
October 2019

SriLankan Airlines' award winning ‘Two Cities, One Spirit' campaign received a global accolade at PATA (Pacific Asia Travel Association) Travel Mart 2019.

The campaign, which was aimed at enticing travellers to experience the inherent similarities between Sri Lanka and Melbourne, managed to bag a Gold Award in the ‘Marketing - Carrier' category.

PATA Awards are supported and sponsored since 1995 by the Macao Government Tourism Office (MGTO).

Pacific Asia Travel Association Awards (PATA) recognises impactful campaigns, institutions and initiatives that inspire travel and tourism in the region. This year's awards attracted 197 entries from 78 organisations and individuals worldwide. The winners were selected by an independent panel of judges.

Vipula Gunatilleka, Chief Executive Officer, SriLankan Airlines commenting on the achievement of the ‘Two Cities, One Spirit' campaign, said, "We are indeed delighted to receive yet another global accolade for this marketing campaign, which announced the launch of our Melbourne services. This reaffirms the universal appeal of our communication endeavours."

'Two Cities, One spirit' stems from a place of honouring and celebrating 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 adventure on the island. The creative executions were inspired by idiosyncrasies that exist in both Sri Lankan and Australian cultures, expressed through visuals that celebrate the similar vivacity and passion deeply rooted in food, art, adventure, surfing and the iconic wildlife that are inherent to both destinations.

Each visual of the ‘Two Cities, One Spirit' campaign paired an attraction of Sri Lanka with that of Melbourne, thereby emphasising on the striking similarities that both the destinations nurture. For instance, the two traditional masks depicting quintessential Sri Lankan and aboriginal art were introduced. In terms of cuisine, mouthwatering grilled shrimp skewers paired with Colombo's most famous ‘isso wadey' and to represent wildlife, Kangaroo and Sri Lankan elephant who roam the wild were presented.

The use of location pin as a stylistic element was aimed to emphasise on the non-stop connectivity (the point-to-point quality) and that the connections can be extended to an onward destination across the Airline's network. This was used when promoting key feeder markets to Melbourne via Colombo, such as Middle East and India.

The ‘Two Cities, One Spirit' campaign was executed through a range of media such as social media, press advertisements, digital advertising as well as branding at the Melbourne International Airport.

Since the inception of operations in 2017, SriLankan Airline's direct daily services between Colombo and Melbourne are well received by passengers, and has been a commercial success.

SriLankan Airlines' passengers travelling between Colombo and Melbourne have the opportunity of enjoying the state-of-the-art comforts of the Airline's Airbus A330-300 fleet, with modern onboard comforts including flatbeds in Business Class, sophisticated inflight entertainment, Wi-Fi and GSM connectivity and the award-winning service provided by SriLankan's award winning cabin crew.

Drawing inspiration from the success, SriLankan Airlines plans to re-launch the campaign, thereby unveiling more facets of fascinating parallels of the two cities for the inspiration of travellers.

The Airline's creative agency, Wunderman Thompson Sri Lanka, aptly assisted SriLankan Airlines in the creative execution of the campaign that went on to win First Star at Golden City Gate Awards, ITB Berlin 2018 and Asia's Leading Marketing Campaign, World Travel Awards 2018.