SriLankan Airlines wins award for campaign that improved sales

Dec 29, 2010 (LBO) – SriLankan Airlines won the ‘Travel & Tourism’ category at the island’s recent Effie Awards for its ˜Hotseats’ marketing campaign that led to better sales, a statement said. SriLankan received a Bronze for the campaign, which was produced by the ad agency Grant McCann Erickson.

It was the highest award presented in the Travel & Tourism category, with no Golds being given, and one of 16 awards – 5 Silvers and 11 Bronzes – presented at the recent Effies award ceremony from among nearly 100 entries.

“Winning an Effie Award is very special because Effies are given for efficiency in communication,” said SriLankan’s Manager Marketing Communications, Priya Epitawala.

“The campaign made a considerable impact in creating public awareness of the Hotseats product, and resulted in a significant positive effect on sales.”

Hotseats was a product that was introduced to provide rock-bottom fares to a different city every month, and was available only through Internet bookings on the airline’s website, the statement said.

The marketing campaign adopted a communications strategy using press, radio, TV, and outdoor advertising. A particular area of focus was th