CULTURAL AND ENVIRONMENTAL THEMES DOMINATE 2007 PATA GOLD AWARDS
The four “best-of-show" Grand Awards will go to the Ministry of Tourism, Government of India, in the Marketing category; the Macau Government Tourist Office (MGTO) for Heritage; Six Senses Resorts & Spas, Thailand for the Environment; and Jetwing Hotels, Sri Lanka for Education & Training.
Open to both PATA and non-PATA members, this year's awards attracted a record total of 339 entries from 132 travel and tourism organisations. In addition to the four Grand Awards, there were 24 Gold Awards, with multiple awards going to Chaaya Hotels & Resorts, Kerala Tourism and Tourism Malaysia.
Targeted at affluent travellers from the US, Europe, Asia, the Pacific and the Middle East, the Incredible India global campaign has helped to drive strong double-digit growth in foreign visitor arrivals into India.
Leveraging India's colour and cultural diversity in the campaign, the Ministry of Tourism and Culture made aggressive use of traditional above-the-line advertising as well as interactive new media, including several micro sites and 11 online contests.
The successful inscription “The Historic Centre of Macau" on the UNESCO World Heritage List prompted the MGTO to launch 2006 Macau World Heritage Year, a campaign that positioned Macau as a destination offering travellers much more than entertainment and gaming.
The campaign successfully boosted the economic value of the city's rich heritage by positioning and promoting its “historic centre" as a must-see attraction.
Six Senses “Conscience"
Six Senses' Social and Environment Conscience programme aims to enhance the social and environmental performance of Six Senses' managed properties.
The company hired a full time manager called “Social and Environment Conscience" to oversee the programme which includes environmental awareness and management, corporate partnerships and a “Social and Environmental Responsibility Fund".
Forced to bridge skills gaps and equip local young people for employment, the Jetwing Youth Development Project provided hospitality and English language training free to school leavers from disadvantaged farming families in the Sigiriya area.
The aims of the “We Dreamed a Dream…" scheme were to solve the human resources shortage in Jetwing's properties, especially Vil Uyana in Sigriya; pass on some of the benefits of tourism to the local community; and provide gainful employment to young people.
The winners will be honoured at a special luncheon during the PATA Travel Mart 2007 in Bali on September 28.
The PATA Gold Awards are generously sponsored by the Macau Government Tourist Office.
MGTO Director Mr João Manuel Costa Antunes said, “By sponsoring this leading travel awards program for twelve years, we believe we are helping to provide the chance for new ideas and products to stand out and be recognised, thus contributing to the development of the tourism industry in the region, something that is a source of great pride for us."
PATA GRAND AND GOLD AWARD WINNERS 2007
1. Education and Training
We dreamed a dream…
The Jetwing youth development project at Vil Uyana, Sigriya, Sri Lanka Jetwing Hotels, Sri Lanka
Social and Environment Conscience programme Six Senses Resorts & Spas, Thailand
2006 Macau World Heritage Year
Macau Government Tourist Office, Macau SAR
Incredible India global media campaign
Ministry of Tourism & Culture - Government of India, India
1. Marketing Campaign - Primary Government / Destination
Uniquely Singapore, Singapore Tourism Board, Singapore
2. Marketing Campaign - Secondary Government / Destination
Great Tropical Drive, Tourism Tropical North Queensland, Australia
3. Marketing Campaign - Carrier
Home Away from Home, Srilankan Airlines, Sri Lanka
4. Marketing Campaign - Hospitality
Phuket Perfect, Delivering Asia Communications for C9 Hotelworks, Thailand
5. Marketing Campaign - Industry
The Malaysia International Gourmet Festival 2006, AsiaReach Events, Malaysia
6. Environment - Ecotourism Project
Chaaya Village Habarana, Chaaya Hotels & Resorts, Sri Lanka
7. Environment - Corporate Environmental Programme
Responsible Travel, Intrepid Travel, Australia
8. Environment - Environmental Education Programme
Soneva Nature Trip, Soneva Fushi, Maldives
Heritage Friendly Tourism Campaign, Heritage Watch, Cambodia
Aranmula, Kerala Tourism, India
11. Education and Training
LNTA-UNESCO Cultural Heritage Specialist Guide Programme, Lao PDR
12. Marketing Media - Brochure
Kerala Tourism, India
13. Marketing Media - Broadcast Media
Malaysia Truly Asia global TV commercial, Tourism Malaysia, Malaysia
14. Marketing Media - Print Media
Malaysia Truly Asia media campaign, Tourism Malaysia, Malaysia
15. Marketing Media - Poster
Ayudhaya Ancient Sites, Tourism Authority of Thailand, Thailand
16. Marketing Media - Video
Korea, Sparking, Korea Tourism Organization, Korea (ROK)
17. Marketing Media - Public Relations
Lord Howe Island spring campaign 2006, Tourism New South Wales, Australia
18. Marketing Media - CD-Rom
Chaaya Hotels & Resorts, Sri Lanka
19. Marketing Media - Website
www.malaysia.travel, Tourism Malaysia, Malaysia
20. Marketing Media - E-Newsletter
Bali Update, Bali Discovery Tours, Indonesia
21. Travel Journalism - Destination Article
Tea for Twenty Million, Simon Rowe, Discovery, Emphasis Media, Hong Kong SAR
22. Travel Journalism - Industry Business Article
Myanmar Takes on Tourism, Fred Gebhart, Travel Professional, USA
23. Travel Journalism - Travel Photograph
Old Manila, Lester V Ledesma, Smile (Cebu Pacific Air), Ink Publishing, Singapore
24. Travel Journalism - Travel Guidebook
Lifestyle Destination Guide: NYC, Thai Airways International, Thailand
Mission statement: “The Pacific Asia Travel Association (PATA) is a membership association acting as a catalyst for the responsible development of the Asia Pacific travel and tourism industry. In partnership with PATA's private and public sector members, we enhance the sustainable growth, value and quality of travel and tourism to, from and within the region."
Founded in 1951, PATA is the recognised authority on Asia Pacific travel and tourism. PATA provides leadership and advocacy to the collective efforts of nearly 100 government, state and city tourism bodies, more than 55 airlines and cruise lines, and hundreds of travel industry companies. In addition, thousands of travel professionals belong to dozens of PATA chapters worldwide. PATA is a not-for-profit organisation. Find out more at www.PATA.org
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For more information contact:
PATA Corporate Communications
Ms Min Min Wong
Tel: +66 (0)2 658-2000 extension 107
PATA Marketing Communications
Mr David Gillbanks
Tel: +66 (0)2 658-2000 extension 108