Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Sri Lanka is one of the most popular tourist destinations in the world. Lonely Planet awarded Sri Lanka as Best Country to Travel in 2019. The terrorist attacks in 2019 was a major set back to the industry and while they recovering from it the Covid-19 pandemic happened in early 2019. The country was closed for tourists like many other countries in the world however it was necessary for Sri Lanka Tourism to keep the momentum going. As part of the promotional initiatives the idea of virtual safari was borne. The idea was to stream from various national parks in Sri Lanka and showing the beauty of Sri Lankan wildlife to the world with expert commentary in form of an virtual tour experience SGM Films and eMarketingEye worked together in the Couch Safari Campaign in terms of Concept, Creative Direction, Virtual Tour / Streaming logistics and digital strategy and execution. The digital campaign was focusing on creating awareness for couch safari on Social Media platforms such as Facebook, Youtube, Instagram, twitter and other display advertising platforms. The objective of the digital campaign was primarily based on reach, engagement and awareness creation in top target markets for Sri Lanka. • Reach potential tourist in top geo platforms using Facebook, Instagram, Twitter, YouTube and Top Travel, Culture, Adventure and Wildlife websites • Minimum of 5 million reach from Facebook and 400,000 on Instagram • Generate a minimum of 25,000 visitors to the SriLanka.Travel website • Generate a minimum of 2 million video views on multiple platforms • Generate 30,000 likes on Facebook for campaign related posts with a minimum of 1000 comments and 400 shares • Generate 2 million impressions and 6000 visitors from display advertising • Generate 5 million reach on Youtube with 20% up to 30 second views

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)A 6-week campaign from 20th Oct - 30th Nov 2020. This campaign generated a lot of awareness on social media and other digital platforms for Sri Lanka Tourism. The campaign was implemented on platforms such as Facebook, Instagram, YouTube, & Twitter. Direct display advertising campaigns were carried out using Google Display Network & Trip Advisor. Couch safari was advertised using both video & display advertisements on top Travel, Wildlife, Destination websites & YouTube Channels. A specific landing page (https://www.srilanka.travel/wildlifestream/) was developed for the campaign with the wildlife theme and the slogan “Go on a Couch Safari” became highly popular. The hashtag used “#couchsafari” became popular amongst the target audience and extra push was given by running a “Win a Holiday” campaign on social media. • Overall the digital campaign generated over 35,000 visitors to the website from multiple platforms • Generated 31,000+ likes on Facebook with a reach of over 13 million. The campaign also generated 5000+ shares and 3000 comments on Facebook • Instagram generated over 2.5mn reach with close to 4000 likes and 3000 comments including poll results on stories. • Pre & Post video campaign on Facebook & Youtube generated excellent results with over 2.3 video views on Facebook and over • The campaign increased the overall reach and engagement on social platforms. For ex, Couch Safari campaign helped to increase reach & engagement of Sri Lanka Tourism Facebook page compared to pre campaign period. • 4000% + increase in video views • 3000% + increase people reached • 400% + increase in engagement The pre campaign was focusing on giving details of the Streaming times and did you know facts while the post campaign was focusing on “Did you miss the action?” theme showing short video clips on animal sightings on social media platforms. All the videos carried the tagline “go on a couch safari” Please refer: https://www.facebook.com/tourismsrilanka.gov.lk/videos

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

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)

Entry TitleSri Lanka Tourism “Go on a Couch Safari” campaign by SGM Films together with eMarketingEye

DivisionDigital Marketing - Integrated Market Campaign for Consumers (B2C)

CategoryDigital Marketing