Sri Lankans to showcase “One Island, Thousand Treasures”
View(s):Cinnamon Hotels & Resorts wants Sri Lankans to showcase the hidden treasures on the island by creating digital content of the unique sights and sounds of Sri Lanka that is set to target more travellers when the campaign is rolled out by September this year to bring in traffic for the next winter season.
This novel campaign was announced at a media briefing held on Tuesday where it was noted that this was meant to unveil to the world the unknown stories behind Sri Lanka and thereby entice global travellers to experience a destination with more unique places to travel to and not just the tea, beach, train travel that has been the main promoter.
With the new trend among global travellers being the need to find new authentic places yet undiscovered, Cinnamon Hotels & Resorts wants to fulfill this requirement by engaging Sri Lankans who know unique places on the island to submit this content that will then be developed into a story with a deadline of May 30, John Keells Group Head of Corporate Affairs and Cinnamon Hotels & Resorts Vice President Marketing Dilip Mudadeniya told the Business Times.
He noted that they hope to roll out this campaign by September with expectations of targeting the next winter season traffic.
Mr. Mudadeniya said they wanted to highlight about 500 unique aspects of Sri Lanka and want to generate visitors from the main markets.
In creating content, creators can record their discovery and share it with the Cinnamon Hotels & Resorts Team via the One Island, A Thousand Treasures website or through Facebook, Instagram or YouTube tagging @CinnamonHotels and #OneIslandThousandTreasure. Each entry that shows a story of a unique place, people or culture of Sri Lanka will be reviewed and will be up for rewards as well.
The ‘One Island, A Thousand Treasures’ initiative targets the creation of new business opportunities for local communities, the media release issued by the company stated adding that it will include the revival of local arts and crafts. By promoting the niche, lesser-known experiences, and history of Sri Lanka, not only will the country have more to offer tourists, but it will also help more industry stakeholders – a key objective of the campaign.
“With the ‘One Island, A Thousand Treasures’ initiative, we are taking giant steps to elevate the perception of Sri Lanka among the rest of the world. Our vision will be achieved by raising awareness of the country’s hidden treasures that go beyond the usual tourist experiences,” commented Mikael Svensson, Chief Executive Officer at Cinnamon Hotels & Resorts
Kimarli Fernando, Chairperson of Sri Lanka Tourism Development Authority (SLTDA) said, “Sri Lanka Tourism is excited to partner this unique initiative by Cinnamon Hotels & Resorts as it leverages on the growing trend for content creation and emotional storytelling. By joining Cinnamon’s ‘One Island Thousand Treasures’, we are hopeful that content creators, social media influencers and tourists alike will take on the challenge to discover the authentic sights and sounds of the island, which are off the beaten path.”
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