PATA Grand and Gold Award 2012 Winners

In this PATA Gold Award 2012 winners’ showcase souvenir CD-Rom, the PacificAsia Travel Association (PATA) is proud to honour the outstanding achievementsof the 21 organisations and individuals this year that are receiving the PATAGrand and Gold Awards.During a special luncheon at PATA Annual Conference, four Grand Awards willbe presented to the ‘Best-Of’ winners in the categories of Education and Training,Environment, Heritage and Culture, and Marketing Campaign.A total of 23 Gold Awards will be also presented to winning entries in theabove-mentioned categories as well as in Marketing Media (seven sub-groups)and Travel Journalism (four sub-groups).The 2012 PATA Gold Awards, open to members and non-members of theAssociation, attracted a total of 180 entries from 79 organisations and individualsfrom the public and private sector of the travel-and-tourism industry.PATA wishes to acknowledge the generous support of the Macau GovernmentTourist Office for again sponsoring the PATA Gold Awards.

Message from the Government of theMacau Special Administrative Region

PATA Gold Awards 2012Judging CommitteeAR NeethiahnanthanDeanTaylor’s UniversitySchool of Hospitality, Tourism & Culinary Arts, MalaysiaChuck Yim Gee, DrRegent, UH SystemDean Emeritus, UH School of Travel IndustryManagement, USADale LawrencePresidentSkal International - Bangkok, ThailandDaniel HerronLASplash Magazine, USADieter BurckhardtInternational Marketing ExecutiveBangkok Hospital, ThailandFanny Vong, DrPresidentInstitute for Tourism Studies, Macau SARJustin MalcolmGeneral Manager, Le Meridien Chiang Rai ResortChairman, PATA Chiang Rai Chapter, ThailandKaye Chon, Ph D, CHEDeanSchool of Hotel and Tourism ManagementThe Hong Kong Polytechnic University,Hong Kong SAR

PATA Gold Awards 2012Judging CommitteeLi HongDirectorHangzhou Tourism Commission, ChinaMatthew McDougall, DrGroup CEO & Executive ChairmanSinoTech Group, ChinaMandip Singh Soin FRGSFounder and Managing DirectorIbex Expeditions Private Limited, IndiaMarkus KellerRegional Director of Sales & Distribution - Asia PacificSales & DistributionAccorNicha ChatinanCo-FounderMellowMellow, ThailandRenton de AlwisWriter and Social Activist, Sri LankaSanJeetDirectorDurga Das Publications Private Limited, IndiaSteve WhiteEditor-in-chiefAction Asia, Hong Kong SAR

PATA Gold Awards 2012Judging CommitteeTeresa XinDeputy General ManagerChina World Hotel/China World Summit Wing, ChinaPATA Gold Awards Project ManagerParita NiemwongsePATA Communications

PATA Grand Awards2012Education and TrainingPassport to SuccessLao National Institute of Tourismand Hospitality, LaosEnvironment7 Greens ConceptTourism Authority of ThailandHeritage and CultureHeritance Tea FactoryHeritance Hotels and Resorts,Sri LankaMarketingRugby World Cup 2011 Marketing CampaignTourism New Zealand

Environment7 Greens ConceptTourism Authority of Thailandwww.tourismthailand.org/campaign/en/www.tatnews.org/tat_news/3852.aspThe Tourism Authority of Thailand (TAT) and the Thai tourism industry are jointly pursuing greeninitiatives in an effort to maintain the delicate balance between tourism promotion and environmentalprotection to ensure long-term sustainability.Promoted under the 7 Greens Concept, the initiative aims to protect and preserve the environmentand restore environmental quality by raising environmental awareness. By promoting increasedCorporate Social Responsibility (CSR) it involves the active participation and support of all tourismstakeholders. These include state agencies involved in promoting tourism, private sector tourismoperators and tourism-related service providers, as well as public and non-governmental organisations,communities, media representatives and individual tourists, both Thai and foreign.The 7 Greens Concept include Green Heart, Green Logistics, Green Attraction, Green Community,Green Activity, Green Service and Green Plus.Various special events have been initiated including workshops, seminars and campaignsattracting over 1,300 participants in major cities nationwide. The events received extensive mediacoverage in print and online channels with TV, radio, billboards, social media and web sitecoverage.“TAT has demonstrated its leadership in the development of a comprehensive environmentalconcept for sustainable, green tourism in Thailand. By coordinating between the government andprivate sectors, press and academic institutes, it has gained the endorsement of a significantnumber of internal and external parties. These are concrete ways to bring sustainable tourism tothe travelling public, to ensure the long term protection of the environment, while also continuing tosupport the tourism industry” - Judge’s comment

MarketingRugby World Cup 2011 Marketing CampaignTourism New Zealandwww.newzealand.comRugby World Cup 2011 (RWC 2011) was the biggest international event ever to be held in NewZealand and is the third largest sporting event in the world with a cumulative global televisionaudience of four billion. Staged every four years, it involves 20 national teams and their fans, with48 matches played over six weeks.The delivery of the tournament itself and all the rugby or sporting elements were organised byRugby New Zealand 2011 Ltd (RNZ 2011) which was jointly owned by the New Zealand RugbyUnion (NZRU) and the New Zealand Government. Tourism New Zealand (TNZ) was chargedwith co-ordinating the tourism sector and marketing the tournament globally to maximize visitornumbers. Initial estimates were that the tournament would attract 65,000 international visitors.TNZ devised a comprehensive marketing plan to achieve this target and deliver an exceptionalvisitor experience: a four-year, four-phase approach. Alongside its many stakeholders andpartners, TNZ conducted a major four-phase integrated marketing, advertising, and PR campaignthat included numerous significant events, international media hosting, the use of digital strategiesand a social media programme.RWC 2011 was a resounding success on and off the field, with high acclaim from teams, supporters,international media and the 133,200 visitors who enjoyed a six-week long national party. From July1, 2011 all international visitors answered a question on their immigration arrival card as to whetherthey were visiting for the RWC 2011. Final international visitor arrivals were 133,200 up 56% onthe revised forecast and double the original estimated figure of 65,000. Top line market researchcarried out by TNZ with visitors showed that 98.5% were satisfied or highly satisfied with their RWC2011 experience, 93% said they wanted to return to New Zealand, and 97.5% said they wouldrecommend New Zealand as a travel destination to other people.“The programme successfully positioned New Zealand as a major event host and superb tourismdestination” - Judge’s comment

PATA Gold Awards2012MarketingPrimary Government DestinationSecondary Government DestinationAllied PartnerIndustry

MarketingPrimary Government DestinationA Million Experiences to ShareTourism Malaysiahttp://corporate.tourism.gov.myTourism Malaysia launched “A Million Experiences to Share” campaign aiming to meet growingdemands of ASEAN travellers by highlighting the myriad of experiences Malaysia offers, withthe intention of also giving Malaysian tourists experiences they would love to share with others.Diverse experiences in Malaysia have been highlighted in this campaign, including value shopping,unspoilt beaches, street food, gourmet delights, adrenaline-pumping adventure, nightlife andparties, concerts and performances, massage in the city, and nature spas.Genre-specific ads were developed for respective markets and appeared in various online, offline,and out-off home channels from mid-June 2011. Campaign results as of November 2011 showedthat traffic to the Tourism Malaysia website registered huge growth during the campaign. Visitsfrom Indonesia, Philippines and Vietnam, even overtook Singaporeans who were the highest theprevious quarter. There was a whopping 619% increase in Tourism Malaysia website traffic fromASEAN markets during the campaign.“The campaign successfully captured and highlighted Malaysia’s strength of multiple attractionsand experience.” - Judge’s comment

MarketingAllied Partnerwww.germany.travel: Multilingual Web Site for Destination GermanyGerman National Tourist Boardwww.germany.travelThe German National Tourist Board (GNTB) launched a multilingual website for destinationGermany www.germany.travel in April 2011. Designed in 26 languages for the Asian market, theweb site uses over 2,000 visually stunning images, 300 videos, panoramic shots, slide showsand a video gallery. The web site delivers convenience through automatic optimisation for smartphones and tablet PCs. The web site offers powerful tools to increase the GNTB publications’range of coverage. Content is available completely or selectively in print, in PDF format, via email,shared on social media platforms, and can also be used offline (e.g. on CDs and USB sticks). Theprimary target groups are international consumers, journalists, tour operators, young people,families, barrier-free travellers, honeymooners, and travellers aged 50+.“It is a high quality look and feel web site. Top marks for image quality and image selection anddiverse information about Germany. The interactive map invites the user to play with its variousfeatures. The web site creates real interest and makes one want to travel to Germany” - Judge’scomment

MarketingIndustry5th Anniversary Integrated Travel Trade Marketing CampaignHong Kong Disneyland Resort, Hong Konghttp://park.hongkongdisneyland.comHong Kong Disneyland Resort launched the “Anniversary Celebration in the Air” marketingcampaign to mark the attraction’s 5th anniversary. The resort leveraged the occasion to thank travel tradepartners. The marketing initiative generated sales momentum over the event’s year-long duration.To build Anniversary buzz early, an integrated travel trade marketing campaign engaged trade partnerson multiple phrases and on multiple levels. Some 200 leading trade partners were invited for apre-launch “Disney Travel Trade Summit – Celebrating 5 Magical Years.” In overseas markets, thetrade launch helped partners convey the 5th Anniversary message to guests with a series of briefingevents with a total attendance of more than 1,600 trade partners and more than 1,200 travel agentsacross Asia. Throughout the year, trade advertising, cooperative marketing activities, and specialevents and promotions with airline partners were all carried out.By leveraging Disney’s creativity, innovation and imagination, the campaign achieved quantifiablebusiness results and further strengthened relationships. It also laid the foundation for a future whichwill include a US$460 million expansion programme with three new themed areas.“Disney’s integrated marketing campaign was an effective showcase of its core values of creativity,innovation and ability to deliver magical moments” - Judge’s comment

EnvironmentEcotourism ProjectOrganic Agriculture Project, Sukhothai AirportTourism Authority of Thailand and Natural Rice Co Ltd, Thailandwww.tourismthailand.orgwww.kaohomsukhothai.comThe Organic Agriculture Project at Sukhothai Airport was initiated in 2003 and has developed tocover over 150 acres with another 150 being anticipated for the next few years. Natural Rice is theowner of the project. It aims to promote agricultural practices for better health and to promote arespect for nature. The project produces organic rice, vegetables and fruits to supply companiessuch as Bangkok Airways, the Sukhothai Heritage Resort and Bangkok Air Catering. The projectoffers visitors a chance to experience first-hand the lives of the millions of farmers who grow ricewithout chemicals, artificial colouring and genetically modified organisms.Various activities are available for visitors, from short half-day visits to three days of intensivetraining. Tourists can enjoy activities such as an overview presentation of the project, a ride on afarm truck with a local guide, lessons in cooking easy Thai dishes using local farm products, theearly morning collection duck eggs, riding buffalos the traditional way, working in the farm anddoing craft work.“It is an excellent project. It achieves its purpose of raising awareness of environmental issues whileincreasing the number of visitors. The local community also benefits from better environmentalpractices as well as revenues from responsible tourism” - Judge’s comment.

EnvironmentCorporate Environmental ProgrammeJetwing SEA - Agreener VisionJetwing Hotels, Sri Lankawww.jetwinghotels.comJetwing Seashells was reborn as Jetwing Sea on January 15, 2011 to re-affirm Jetwing Hotels’commitment to green policies incorporating many new ways to be more energy efficient andpreserve the environment. The commitment to green policies played a vital role at every stageof the reconstruction of Jetwing Sea. Several initiatives were taken to make the hotel even moreenergy efficient and environmentally friendly. Some initiatives included 100% lighting through CFL,LED and T5, solar power for guest room lighting, a solar powered hot water system, a biomassboiler for hot water generator during night time, LED backlit guest room TVs, key-card control overguest room lighting, dual set-point thermostats for room air-conditioning controllers, energy efficientcentral chillers for air-conditioning, the sub-metered supply of electricity and water to control waste,the maximum use of natural ventilation to avoid mechanical ventilation, and the creation of anin-house sewage treatment plant to recycle waste water.Since it has just been one year since the re-launch of the hotel as Jetwing Sea, tangible resultsin the form of an audit are not yet available. However, measures are at present being taken togauge quantitatively how environmental initiatives have impacted the growth of business. Whatis clear is that being green has made the property a preferred choice when compared to similarlypriced hotels. Jetwing Sea has become a natural top-of-mind option for chic, eco savvy travellerswho seek an environmentally responsible hotel for their holiday. The growth in numbers as wellas in the ‘quality’ of guests has been remarkable. There is a significant increase in the number ofhigh-spending tourists to Jetwing Sea.“The extent to which Jetwing Sea has implemented green technologies is impressive and setsa high bar for others to aspire to. The commitment of the management and engagement ofthe staff is clear through initiatives such as the Resident Naturalist, community involvement,the comprehensive study of environmental and cost impacts, and internal meetings and audits”- Judge’s comment

HeritageHeritageBan Na Ton Chan CommunityTourism Authority of Thailand, Thailandwww.tourismthailand.orgThe Ban Na Ton Chan Community is located in Sukhothai province, established more than 200years ago. Most of the people are descendants from the ancient Lanna kingdom. The villagers herebelieve that “humans are a part of nature and, therefore, everything should go to maintain a balancebetween humans and nature”.The villagers of Ban Na Ton Chan formed the Career Development Fund and Ban Na Ton ChanHomestay Tourism Community with participation in management by all villagers. The Ban Na TonChan Homestay Project has 20 member families and can accommodate up to 70 people.The “Elephant Sanctuary” is a house providing safety and rehabilitation for tortured and neglectedelephants. It is located around 2 km from the community. Stray elephants in big cities will bereturned to nature here, with philanthropists donating money to rehabilitate the elephants. Theelephants here will be allowed to roam freely and feed themselves naturally, with no human controlby hooks, chains, training to haul logs, or for shows. There are around nine elephants here now.Female villagers show tourists how to cook Thai food and provide knowledge on how to prepareherbs and vegetables grown locally.All members of the Ban Na Ton Chan Homestay Group share the responsibility to take visitorsto stay at their houses. The host family leads tours of the village. The benefits from the sales ofproducts such as woven-cloth and others are divided equally among the members. All the membersbring their products to store at the exhibition building of the community. The marketing departmentis in charge of selling them and dividing the profits among the members. Ten per cent of the incomeis deducted to be the costs on maintaining the environment and tourist attractions in the community.Some of the amount is spent on training to educate the members and the youth in the village abouttourism, while the rest is kept as a common fund for communal affairs.“The Ban Na Ton Chan Community programme is a very noteworthy one from the standpoint ofheritage” - Judge’s comment

HeritageCultureRamayana Prambanan Ballet: Preserving Traditional Javanese CulturePT Taman Wisata Candi Borobudur, Indonesiawww.borobudurpark.co.idThe Ramayana Prambanan Ballet is a dance-drama that visualises a legendary Ramayanaepoch in Javanese culture. Performed on an open stage, Ramayana ballet invites you to enjoythe story of a typical Javanese dance accompanied by gamelan music. The ballet is a full-timeprofessional arts, drama, dance and musical project of Javanese heritage performance. With some 200members, the Ramayana Prambanan Ballet has performed for 50 years. The first performance wasmade on July 26, 1961. In August 1961, the performance was attended by the first President ofIndonesia, Soekarno, and other distinguished guests, including Charlie Chaplin.The Ramayana Pranbanan Ballet’s versatile repertoire spans all-time favorite Javanese heritagemasterpiece arts, drama and dance as well as new premiere performances. Since its inception in1961, the Ramayana Prambanan Ballet has toured Singapore, Malaysia, Thailand, India, Australia,Japan, and European countries.Its mission is to preserve the traditions of Javanese traditional performing arts and to developIndonesia’s Javanese traditional dance, promote an understanding and appreciation of Indonesianculture, and provide a positive social and educational outlet for Indonesian youth.“A truly unique organisation that is doing great work to preserve Indonesia’s rich Javanese cultureand heritage” - Judge’s comment

Education and TrainingBanyan Tree Spa AcademyBanyan Tree Spawww.banyantree.comwww.banyantreeglobalfoundation.com/news/bt_spa_academySince the founding of Banyan Tree in 1994, Corporate Social Responsibility (CSR) has beenembedded as a core value in Banyan Tree’s business strategy. It enables the company to be agentsof social and economic development in developing countries where they have a presence. As avalues-based company, Banyan Tree defines its success not only by its financial performance, butalso by its impact on communities and the environment. With this triple bottom line concept, one ofthe company’s CSR missions is to empower people. The Banyan Tree Spa Academy was set up in2001 with this mission in mind.When Banyan Tree Spa was founded in 1994, it was the pioneer of the tropical garden spaconcept in the wellness industry which then had a lack of international standards. The Banyan TreeSpa Academy Phuket was launched in 2001 with the vision of expanding the brand globally andensuring that with the expansion of the spas, a high level of consistency was maintained in servicedelivery in all its spas around the world.The Spa Academy today is renowned for its distinctive in-house training and developmentprogrammes, for its spa therapists as well as development of its unique signature techniques andtreatment recipes. The Banyan Tree Spa Academy trains a dedicated group of therapists for bothBanyan Tree and Angsana Spas. The training programme encompasses all areas of spa therapy,including knowledge of the human anatomy and important pressure points, modern and traditionalmassage techniques, variation of body weight for different techniques, knowledge of skin epidermisand facial applications, properties of different herbs and spices, preparation of spa ingredients,setting up of treatment rooms and spa pavilions, and standard greeting procedures.Home to Banyan Tree Spa and Angsana Spa therapists, the Academy promotes rigorous training toensure consistently high quality service which is synonymous with the brand.“The Banyan Tree Spa Academy has made significant contributions to the global spa industry, byprofessionalizing massage and therapeutic treatment in resort hotels. The Academy has providednot only jobs but also career opportunities to many underprivileged people in developing countries”- Judge’s comment

Marketing MediaConsumer Travel BrochureLuxury EscapadesCox & Kings, Indiawww.coxandkings.comAffluent Indians are always on the lookout for unique and high-end destinations, and new nicheproducts and services.Cox and Kings designs brochures that perfectly illustrate the luxurious escapades that these high-endIndian customers are looking for.“These brochures contain extensive and detailed information. Their use of colour schemes withmotifs is excellent and the selection of photographs is superlative” - Judge’s comment

Marketing MediaTravel Advertisement Broadcast MediaTouch Korea – Power SpotKorea Tourism Organization, Korea ROKhttp://english.visitkorea.or.kr/enu/index.ktoKorea has around 20,000 temples. A visit to these places of worship can give a sense of calm andinstil a humble perspective.In the ‘Touch Korea – Power Spot’ 34-second travel advertisement, the Korea Tourism Organizationtargeted females in the 20 to 30 demographic, appealing to their current wish in life – love, success,fortune and health. The video features must-see temples or ‘power spots’ where one can wishfor these four goals, showcasing breathtaking sights coupled with the playful and creative use ofgraphics that effectively captures the viewer’s attention.“These ‘power spot’ temples will make the target audience’s heart beat” - Judge’s comment

Marketing MediaTravel Advertisement Print MediaHong Kong - Asia’s World City Destination Image Print Ad CampaignHong Kong Tourism Board, Hong Kong SARwww.discoverhongkong.comHong Kong is a dynamic city that offers great variety. From city life to great outdoors, from traditionto modernity, from east meets west, from shopping to dining, visitors from around the world findHong Kong compelling.In the ‘Hong Kong. Asia’s World City’ print ad campaign, the mix of sky stripes depicting differentmoments of Hong Kong is employed, while the visual foreground is collaged with the core attributes ofHong Kong. These include festivals, events, attractions, shopping and dining elements, customisedto appeal to different target segments. A total of four print ads targeting the young segment(short-haul markets), young professionals (long-haul markets), family and achievers’ needs weredeveloped. The overall tone of the print ad campaign was cosmopolitan, sophisticated, and vibrant.“Hong Kong showed a great way of segmenting communciations and using strong images andcopy to depict the brand” - Judge’s comment

Marketing MediaPromotional Travel VideoHong Kong - Asia’s World City Brand VideoHong Kong Tourism Board, Hong Kong SARwww.discoverhongkong.comTo leverage the city brand of Hong Kong developed by the Hong Kong SAR Government in 2001,a destination brand platform “Hong Kong. Asia’s World City” was adopted to portray Hong Kongas the leading travel destination in Asia, offering world-class and unrivaled travel experiences tovisitors from all over the world.This campaign included a promotional travel video that aptly put forth the core values that makeHong Kong distinctive, memorable and identifiable: cosmopolitan, variety, vibrant, trend-setting,and fusion. All these make Hong Kong stand out from other competing destinations.The campaign was executed targeting three key segments that were identified based on thepsychological needs and travel motivations of consumers:1) Young: Entertainment/Excitement, Materialization2) Family: Family time & Fun3) Achievers: Local Culture/Heritage appreciationBy showing how people in each segment enjoy and experience the variety of specialties in HongKong, it illustrates the wonderful ambiance of ‘Hong Kong. Asia’s World City’. It also makes anemotional connection inducing visitors to come to Hong Kong or visit DiscoverHongKong.com formore information.“The video included all main attractions, easily recognisable by the viewer, invoking emotion andcreating an experience. It featured a variety of activities in an easily understandable manner,representing the destination and the brand well. The production visually captures the viewer’sattention for the entire length of the video, along with appropriate audio, creating curiosity”- Judge’s comment

Marketing MediaPublic Relations CampaignMadame Tussauds Hong Kong, Supported byOgilvy Public Ralations, Hong Kongwww.madametussauds.com/HongKong/en/Default.aspxwww.madametussauds.com/HongKong/en/OurFigures/Character/McDullMadameMak.aspxThe Madame Tussauds attraction has been in Hong Kong for over a decade. To keep attractingvisitors to visit, Madame Tussauds had to come up with a unique angle to win the hearts and mindsof visiting parents, as well as their children.For Madame Tussauds, they have found that visitors tend to be mostly from mainland China lookingfor something different for the whole family to enjoy. Madame Tussauds needed to brand a newfigure that is well loved by people from Greater China. To this end, Madame Tussauds unveiled theworld’s first wax doubles of cartoon characters McDull and his mother Madame Mak. McDull, themuch-loved animated piglet acts as the ambassador for HKTB’s Quality Tourism Services (QTS)scheme and is widely known in Greater China and beyond.Madame Tussauds and Ogilvy Public Relations, its PR agency rolled out an online/offlineengagement programme which revolved around McDull and Madame Mak to generatedesired buzz among media and the community in Hong Kong and mainland China,which included showing the making of McDull and Madame Mak photos and video to mediabefore the official launch. To officially launch the event, Alice Mak, the creator of McDull,joined HKTB Chairman James Tien and award-winning actress-cum-celebrity mother, Sandra Ng,to unveil the wax figures of McDull and Madame Mak.To sustain momentum following the launch, event videos and posts were shared in the attraction’swebsite, YouTube, Facebook and on weibo to further boost the viral impact. The campaign resultedto a surge in visitor numbers for Madame Tussauds Hong Kong.“A truly effective PR campaign – a good example of thinking out of the box” - Judge’s comment

Marketing MediaCD-Rom“Naturally Nepal” Once is not EnoughNepal Tourism Board, Nepalwww.welcomenepal.comThe Government of Nepal, through the Nepal Tourism Board, launched a national tourism campaign‘Nepal Tourism Year 2011’. The campaign aimed to bring in at least one million international touristsin 2011.The Nepal Tourism Board’s interactive CD Rom is part of this initiative in promoting and showcasingwhat Nepal has to offer. The interactive CD-ROM features information on various outdoor activitiesin Nepal such as trekking and mountaineering, rafting and kayaking, as well as useful informationon tourism related services, facts for visitors and suggested itineraries for travellers.“A great way of showcasing information in a creative and highly interactive way” - Judge’s comment

Marketing MediaWebsite2011 Hong Kong Summer Spectacular Mini siteHong Kong Tourism Boardwww.discoverhongkong.com/hkss/eng/html/hkss/index.htmlwww.discoverhongkong.comThe Hong Kong Summer Spectacular (HKSS) is a three-month-long summertime festival in HongKong organised by the Hong Kong Tourism Board. The city celebrates the occasion with a seriesof exciting events, great retail sales and a multitude of great dining offers. The core event of HKSSis the Hong Kong Dragon Boat Carnival, which attracted 30 overseas teams and 150 local squadsfor the high-spirited dragon boat races on the waters of Hong Kong’s iconic Victoria Harbour.In addition to the races, HKSS filled the city’s shopping spots with lively promotions and crazycapers. The ‘Visa go Surprises’ flash mob were on the loose every Saturday and a total of 231spenders were ‘mobbed’ and were awarded with shopping coupons and Visa spending credits.In order to arouse the awareness of HKSS amongst a global audience, an online promotioncampaign was launched before the event through the Hong Kong Summer Spectacular minisite.The Hong Kong Summer Spectacular minisite acted as the centralized information platform for theevent. It contained information to facilitate visitor’s planning their trip to Hong Kong, such as theeasy-to-use online booking system for hotel accommodations, and the plan-your-trip library with allthe essential travel information about Hong Kong. The website contained a sharing function so thatthat users could share the web page information with social media with just a few clicks.The Hong Kong Summer Spectacular minisite achieved 1.2 million visits during the three-monthcampaign period. The cost-per-click campaign was also a great success across multiple mediachannels and countries -- a cost per click as low as HK$1.08 was achieved. During the period,over 1,000 posts were generated as travellers created discussions of the events with their friendsand followers.“The HKTBs site shows clarity in promoting their destination with easy access to must-haveinformation” - Judge’s comment

Marketing MediaE-NewsletterArt of TravelSita, Indiahttp://sita.in/newsletter/saug11.pdfwww.sita.inArt of Travel is an e-newsletter sent out once a month to all of Sita’s travel partners, approximately6,000 people across the globe. It was redesigned in July 2011 to incorporate a new element ofdesign and fresh content.New content has been introduced in order to bring out the real essence of India today with someinfluences of its past lineage. The content aims to help travellers explore India in depth. Throughthis newsletter, Sita aims to keep their partners and travel operators outside of India informed,so that they are able to promote India well.The design was inspired by the Sita’s core values: reliability, authenticity and passion. Images usedin each section highlight the content well. The new sections introduced in the e-newsletter include:Six Things You Didn’t Know (a section that brings to light interesting trivia about the most preferredhotels that Sita works with); A Day in the Life Of (a section that gives insights into the life of interestingcharacters); Spotted by Sita (a section where the Sita team talks about compelling elements theyspotted during their travels); and Top Chef Recommends (a chef from a partner hotel takes thereader on a culinary journey, sharing his favourite dishes).“Sita’s Art of Travel newsletter is packed with valuable information that would be relevant to anytraveller” - Judge’s comment

Travel JournalismDestination ArticleCan this be Paradise?, October 2011 by Peter Jon LindbergTravel + Leisure, USAwww.travelandleisure.com/articles/ko-samui-thailands-upscale-transformationwww.travelandleisure.comSeasoned travel writer Peter Jon Lindberg takes us with him in his journey to rediscover one ofThailand’s popular beach islands, Koh Samui. In his article aptly entitled Can This be Paradise? inTravel+Leisure’s October 2011 issue, Lindberg revisits Thailand’s third largest island. He describesthe island’s dramatic transformation from being one of Thailand’s unchartered beaches to now oneof the country’s main upscale destinations.“Clearly the strongest writing, with genuine wit, Peter Jon Lindberg name-checks all the uberresorts but doesn’t sugarcoat them. They’ll still appeal to a certain crowd while others will like tohear his considered wider view on tourism development” - Judge’s comment

Travel JournalismIndustry Business ArticleBhutan Rolls out the Welcome Mat, October 2011 by Arnie WeissmannTravel Weekly – USAwww.travelweekly.com/Asia-Travel/Bhutan-rolls-out-the-welcome-mat/www.travelweekly.comTravel Weekly and TravelWeekly.com provide travel professionals with a necessary globalperspective through in-depth coverage of every business sector, including airline, car rental, cruise,destinations, hotel and tour operators as well as technology, economic and governmental issues.In Travel Weekly’s October 2011 issue, Editor in Chief Arnie Weissmann wrote a report on one ofthe world’s sought-after destinations, Bhutan. In his report, Weissmann provided a comprehensiveoverview of this Himalayan Kingdom that gives importance to Gross National Happiness (GNH).Weissmann paints a clear picture of tourism in Bhutan and the country’s strategy in moving forward.“The piece gives real impressions not simply reams of stats. It dares to take a view. Quotes comefrom the right people, are relevant and aid understanding of Bhutan’s direction” - Judge’s comment

Travel JournalismTravel PhotographCoron Island After Sunset, Mabuhay Magazine, November 2011 by George TapanEastgate Publishing Corporation, Philippineswww.eastgatepublishing.comEastgate Publishing Corporation is the official publisher of Mabuhay, the Philippine Airlines’ traveland lifestyle magazine. In over 20 years under Eastgate Publishing, Mabuhay has won 17 local andinternational awards, highlighting creative talent at the publishing house.In Mabuhay’s November 2011 issue, it featured a breathtaking photograph by veteran Filipinophotographer and 2011 National Geographic Photo Contest winner, George Tapan. The picturewas of Coron Island after sunset.“A beautiful blending of sky and sea! This was technically well shot and it perfectly captured thesilky feel of the water” - Judge’s comment

Travel JournalismTravel GuidebookThe Great Outdoor SeriesHong Kong Tourism Board, Hong Kong SARwww.discoverhongkong.comWith its glistening skyscrapers, Hong Kong is better known for its shopping malls and metropolitanvibe than as a destination for lovers of the outdoors. But, less than an hour away from the hustleand bustle of the city are a series of outlying islands - a world rich in history and culture,breathtaking natural beauty and charming village life that continually leaves visitors astonished.Equally amazing is that just a hair’s breadth away from the city lies a myriad of hikingexperiences that belie its cosmopolitan ambiance. The Hong Kong Tourism Board (HKTB) has thereforeproduced two guidebooks that constitute the Great Outdoor Series: Local Favourites: Your Guideto Hong Kong’s Outlying Islands; and The Inside Guide to Hikes and Walks in Hong Kong, both ofwhich offer a wide assortment of outings which are sure to appeal to outdoor aficionados.The Great Outdoor Series guidebooks aim to showcase Hong Kong as a preferable destination thatoffers diversity. The books introduce the four outlying islands and remind visitors to explore thesescenic islands to see a completely different side of Hong Kong. The guidebooks were distributed tolocal and overseas HKTB visitor centres, hotels and government offices.“The Great Outdoor Series guide books present a refreshing side of Hong Kong that most touristsdon’t know of. It is a comprehensive guide to enjoy what sights and adventures the Hong Kongoutdoors have to offer” - Judge’s comment