This year, PATA honoured 24 travel and tourism entities out of 100 entries from around the world, as judged by a panel of 23 industry experts.

One of the most successful campaigns ever to have been executed in the airline’s history, ‘Colours of Jaffna’ garnered a reach of over 14,000,000 across social media platforms with over 500,000 engagements.

SriLankan Airlines, Head of Marketing, Saminda Perera, said, “I take this opportunity to thank the encouragement and support extended to us by the management, our valued partners and my team, without whom this will never be a possibility. Time after time, we have endeavoured to present Sri Lanka in novel perspectives, and it gives us a great pleasure to be affirmed that our efforts are recognized by the industry fraternity and the travellers alike.”

Staying true to the campaign title ‘Colours of Jaffna,’ the visuals — both the imagery and videography — highlight the plethora of colours that define Jaffna. From its waterfronts, and historic fort to the colourful temple interiors, festivities and cuisine, the visual tonality emphasizes the contrasting yet striking colours, capturing the city’s novelty, excitement and vivacity. The video is enhanced by a rhythmic soundtrack, with tempos reflecting the natural ebb and flow of the city — the fine contrast between the calmness and the vibrant energy of its festivities.

Complementing the promotional drive, SriLankan Holidays, the airline’s leisure arm, introduced a series of holiday packages showcasing the best of Jaffna, with Jetwing Hotels as the exclusive hospitality partner. Notably, Jetwing Hotels was the other PATA award recipient from Sri Lanka, honoured in the prestigious “Climate Change Initiative” category.

To watch ‘Colours of Jaffna’, visit https://www.facebook.com/share/v/2sgJXsXDTjqWPEre/ .

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