Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Cinnamon Hotels and Resorts is a pioneer in the travel and hospitality industry backed by the largest conglomerate in Sri Lanka - John Keells Holdings. The Cinnamon portfolio consists of 15 hotels and resorts at premier locations in Sri Lankan and the Maldives. A series of bombs were ripped through churches and hotels in Sri Lanka including Cinnamon Grand Colombo on Easter Sunday, April 21st, 2019 vastly affecting the whole country and the tourism industry. Along with economic losses the country faced major drawbacks in tourist arrivals which drastically dropped by 70% and 57% in May & June 2019 respectively. With travel bans being imposed the ultimate goal of Cinnamon was to put Sri Lanka back on the world travel map by portraying resilience, building confidence of internal and external stakeholders with an emotional connect resulting in destination image recovery through a national level integrated communication plan. Stakeholder Management •Maintaining the momentum of employees for their dedication, resilience and commitment towards the brand during challenging times. •Obtaining Local & International (CNN) media support Stimulating local travelers •Obtaining support through loyal customers with #BackatCG campaign •Introducing new products such as ‘Summer camp’ for families •Reviving Colombo through events such as ‘Jazz by the Lake’ Confidence building through celebrity marketing •Promote Sri Lanka as a safe travel destination through celebrity endorsements. •Encouraging Sri Lankan expats to invite their friends in for a holiday through the ‘Bring a Friend Home’ campaign featuring international Sri Lankan origin brand ambassadors. •Curated documentary about Sri Lanka with Ricard Quest Thought leadership initiative for destination recovery •Holding ‘Future of Tourism’ (FOT) conference with renowned speakers with the support of then prime Minister, media partnership with CNN to revive industry confidence in and to develop a blueprint for recovery
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Stakeholder Management Maintaining the momentum of employees for their dedication, resilience and commitment towards the brand during challenging times. • Program to take care of employees along with their families who were affected by the attack. This include stress management, and counseling and creation of a special fund. • Rolled out an internal communication campaign for all our employees • Ensuring accurate and fair representation of the crisis through all local media representatives. • Exclusive CNN coverage Engagement - 40,447 Impressions - 239,775 Shares - 640 Video views - 80,764 Stimulating local travelers • ‘Back at CG’ campaign Impressions - 310,703, Video views- 59,800 User generated content - 570+ • ‘Summer camp’ for families Revenue - LKR 8,620,000 Reach - 1,919,202 Engagement - 96,443 • ‘Jazz by the Lake’ F & B revenue -LKR 6,697,500 Reach - 1,995,000 Engagement - 94,099 Confidence building for international travelers • Releasing a collaborative video featuring all international celebrities who have been associated with the Cinnamon Brand such as Nigella Lawson, Nigel Barker, Shaggy, George Calombaris conveying the message of Sri Lankas resilience as a nation. Reach – 1.3 Mn Impressions - 1.9 Mn Share - 507 • ‘This is Sri Lanka’ campaign with Manushi Chhillar Engagement - 4 Mn Video views – 3 Mn • Bring a Friend Home campaign launched with ambassadors such as Jacqueline Fernandez, Kumar Sangakkara, Mahela Jayewardene. Reach - 20 Mn Impressions - 29.5 Mn Video Views - 500,000+ User generated content - 3350 • CNN traveler program of Richard Quest visiting Sri Lanka Value generated for the destination - USD 22 Mn Thought leadership initiative to build the industry • FOT Conference was held garnering the support and presence of Hon. Ranil Wickramasinghe -then Prime Minister of Sri Lanka, and conference hosted by Richard Quest who delivered the keynote address. Revenue - LKR 7,740,000 Impressions - 2 Mn
Entry Title
Integrated Marketing Plan & Recovery Campaign - Post Easter Attack In Sri Lanka
Integrated Marketing Campaign - Integrated Marketing Campaign
Integrated Marketing Campaign
Entry Award: