Did the ‘Ramayana Trail’ Campaign Win an APAC Effie Award for Phoenix Ogilvy Sri Lanka and SriLankan Airlines?
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Synopsis
Discover how the ‘Relive the Epic of the Ramayana Trail’ campaign by Phoenix Ogilvy and SriLankan Airlines triumphed at the APAC Effie Awards, showcasing Sri Lanka’s rich cultural heritage while boosting tourism from India.
Key Takeaways
- Bronze Effie at the APAC Effie Awards for tourism campaign.
- Campaign invites Indian tourists to explore Sri Lanka.
- Utilizes animation and storytelling for cultural connection.
- Recognized for boosting Sri Lanka's economy.
- Previous awards include PATA Gold and Silver Dragon.
New Delhi, Sep 24 (NationPress) Phoenix Ogilvy Sri Lanka and SriLankan Airlines achieved a significant milestone at the esteemed APAC Effie Awards held in Singapore, clinching recognition for their campaign, titled ‘Relive the Epic of the Ramayana Trail.’
This campaign distinguished itself as the only entry in the Travel and Tourism sector from the Asia-Pacific region to be shortlisted, earning a Bronze Effie for its pivotal role in bolstering inbound tourism at a critical juncture for Sri Lanka's economy, as highlighted by the Australian edition of Daily Mirror Online.
Reimagining the ancient Indian epic, the campaign invites Indian tourists to discover 20 spiritually significant sites in Sri Lanka, utilizing a mix of animation, storytelling, and messages that resonate culturally. This approach fosters deep emotional and spiritual connections between the two nations, as per the report.
The APAC Effie Awards are renowned for celebrating campaigns that demonstrate tangible business impact through strategic thinking and creative brilliance. Winners are selected by a distinguished jury of senior figures from advertising, client organizations, media, and marketing consultancies throughout the Asia-Pacific region. This year saw intense competition, with 123 entries shortlisted across various categories, according to the Daily Mirror.
Launched by Phoenix Ogilvy, the campaign aimed to attract Indian travelers, who represent the largest segment of tourists visiting Sri Lanka.
The ‘Relive the Epic of the Ramayana Trail’ campaign has previously garnered accolades, including a 2025 PATA Gold Award for Best Marketing Campaign – Carrier, a Golden Star in the Campaign International category at The Golden City Gate 2025 during ITB Berlin, and a Silver Dragon at the Dragons of Sri Lanka Awards 2025 in the “Innovative Idea or Concept” segment.
Thushari Palipane, Director Client Servicing at Phoenix Ogilvy, remarked, “Tourism plays a crucial role in our economy, especially now, and this campaign has successfully placed Sri Lanka on the radar of Indian travelers. Being recognized at the APAC Effie’s for our national impact is incredibly rewarding.”
“The campaign not only met our client’s goals but also significantly benefited Sri Lanka,” Palipane added.
Saminda Perera, Head of Marketing at SriLankan Airlines, commented on this achievement, stating, “Winning at the APAC Effie Awards is a great honor for SriLankan Airlines and our nation. This acknowledgment from a respected jury reinforces the significance of our endeavors to position Sri Lanka as a culturally and spiritually rich destination for Indian travelers.”
Point of View
The success of the ‘Relive the Epic of the Ramayana Trail’ campaign highlights the importance of strategic tourism marketing in strengthening economic ties and fostering cultural connections between nations. The recognition received at the APAC Effie Awards is a testament to the creative prowess of Sri Lankan agencies, reflecting a positive narrative for the country's tourism sector.
NationPress
24/09/2025
Frequently Asked Questions
What is the APAC Effie Awards?
The APAC Effie Awards celebrate effective advertising and marketing campaigns that demonstrate real business impact and creativity across the Asia-Pacific region.
What was the focus of the campaign?
The campaign focused on promoting Sri Lanka as a travel destination by connecting it to the Indian epic, the Ramayana, and inviting Indian tourists to explore significant spiritual sites.
Who were the winners of the APAC Effie Awards?
The winners included Phoenix Ogilvy Sri Lanka and SriLankan Airlines for their campaign ‘Relive the Epic of the Ramayana Trail’, which won a Bronze Effie.
Why is tourism important for Sri Lanka?
Tourism is vital for Sri Lanka’s economy as it generates revenue, creates jobs, and promotes cultural exchange.
What other awards has the campaign won?
The campaign has previously won several accolades, including a 2025 PATA Gold Award and a Silver Dragon at the Dragons of Sri Lanka Awards.
