Triad’s ‘Essence’ for Sri Lanka Tourism wins Gold at PATA 2011

Out of 223 entries received from 102 various organisations and individuals worldwide, Triad’s travel poster created for Sri Lanka Tourism Promotions Bureau (SLTPB) was the proud winner of the Gold Award in the Marketing Media category at the Pacific Asia Travel Awards (PATA) of 2011.

The Award winning entry ‘Essence’ was designed amongst 7 other segments which all together visualises 8 wonderful experiences of the island of Sri Lanka – namely Pristine, Heritage, Bliss, Thrills, Festivities, Scenic Beauty and Wild Life – all as a part of promoting “Refreshingly Sri Lanka – Visit 2011”, Sri Lanka Tourism’s Marketing Campaign for 2011.

“Born from an insight that the Sri Lankan smile is a national treasure that the people of our nation are most well known for, we chose three young children who belong to the three major races of our country to represent the true friendliness, hospitality and authenticity of the hearts of our Sri Lankan people – thereby creating a picture which speaks of the true ‘essence’ which is unique in many ways to our culture,” stated Charith de Silva, Creative Director of Triad, who led the team that designed the award winning campaign.

Dr. Nalaka Godahewa, Chairman of SLTPB has declared, “In their (PATA) congratulatory note to us it was mentioned that the judges were most impressed with the quality and the overall high standard of our entry “Essence” in this category, and hence voted for “Gold” out of 223 entries received from various organisations numbering 102 and individuals worldwide. It is indeed a remarkable milestone for us as well as Triad, as it gives us immense pleasure to see that our joint efforts have gained international recognition. We congratulate the team at Triad for this effort and we look forward to gaining their contribution towards placing Sri Lanka on the world map.”

Speaking about the win, Sarva Ameresekera – COO of Triad averred that, “Triad has always been a firm believer of strategically focused, effective creative ideas, with strong insights, which has to-date helped us to differentiate the brands we handle from competition. This win only adds to our strong and long-standing reputation and reconfirms our creative supremacy in the industry.” He further added that the win at PATA this year further adds to Triad’s confidence and gives them the courage to take their work to many international awards shows which judge creative excellence. “We are deeply committed to our credo ‘Sri Lanka Can’ and are proud to share this success with our clients – who are an extension of our agency and our valued partners in the brand building process. We congratulate the SLTPB on this win and we look forward to continuously working together to take Sri Lanka to greater heights.”

For the agency, this recognition is the latest in numerous prestigious advertising industry awards that Triad has continued to bag over the years and the team now eagerly looks forward to meeting the challenges of 2011, retaining their leadership whilst offering brand centric, consumer driven, locally relevant communication ideas. Winning this international award endorses Triad’s commitment to be an inspiration to local agencies that are committed to raise the bar of communication excellence in Sri Lanka.