Cinnamon to spearhead destination marketing in Sri Lanka | Daily News


Cinnamon to spearhead destination marketing in Sri Lanka

Multiple campaigns implemented by hospitality chain following 4/21 is spearheading a hard-earned and expedited recovery of the island as world’s top travel destination

In just four months following the horrifying terror attacks, a strong recovery strategy implemented by key industry players such as Cinnamon Hotels and Resorts has enabled the sector to effectively address and avert an emergent crisis.

Spearheading this revival, the hospitality chain has initiated a number of campaigns; an encouraging celebrity video with VIP guests who have graced Cinnamon over the past few years, internationally renowned celebrity destination ambassadors such as former Miss Sri Lanka, Jacqueline Fernandez and Miss World, Manushi Chhillar, an innovative destination campaign ‘Bring a Friend Home’ to engage all Sri Lankans in the revival of the industry, the Future of Tourism (FOT) Summit featuring famed CNN correspondent Richard Quest, and the first-ever Cinnamon Wellness Retreat.

“First and foremost, the support and love Sri Lanka received soon after the attacks from across the globe was truly reassuring and promising,” stated Jit Gunaratne President Leisure Sector John Keells Group.

The video produced by Cinnamon in collaboration with the Sri Lanka Tourism Board as part of the ‘Love Sri Lanka’ campaign saw celebrities such as celebrated chefs Nigella Lawson and George Calombaris, world famous musicians such as Shaggy and Joaquin Quino McWhinney of Big Mountain sharing their love and support went viral within a few days.

Manushi Chhillar was first to visit Sri Lanka in July, courtesy of Cinnamon and toured across the country with visits to multiple Cinnamon properties and major local attractions.

The video of Chhillar’s Sri Lankan escapades garnered over 4.1 Million views and engagements across her Instagram, Twitter and Facebook and nearly 360,000 views and engagements on Cinnamon’s Facebook, Instagram and YouTube handles.

Jacqueline Fernandez visited Sri Lanka in August to kick off Cinnamon’s Bring a Friend Home (BAFH) campaign, an innovative promotion that gives Sri Lankans an opportunity to invite friends from all over the world to experience the hospitality of home-sweet-home.

The steady industry revival has been further strengthened with Cinnamon clinching the prestigious Pacific Asia Travel Association (PATA) Gold Award for Heritage and Culture for the Guru Gedara Festival, Sri Lanka’s first immersive traditional performing arts experience held in collaboration with the John Keells Foundation and the Chitrasena Vajira Dance Foundation (CVDF). This was the only Sri Lankan entry to be recognized by PATA in 2019.

The continued progress enabled Cinnamon to host the third edition of the ‘Future of Tourism Summit’ (FOT 2019) to be held later this month, under the timely theme ‘Challenges and Growth in the Face of a Crisis’.

This year’s event will feature an exclusive line-up of speakers including Richard Quest - CNN Correspondent and host of Quest Means Business and other top global destination experts, to share their specialist knowledge and insights on tourism.

Cinnamon is also proud to announce the first-ever Cinnamon Wellness Retreat planned for November this year. The immersive 10-day programme will be launched at Cinnamon Lodge Habarana.

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