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In this PATA Gold Award 2012 winners’ showcase souvenir CD-Rom, the Pacific<br />
Asia Travel Association (PATA) is proud to honour the outstanding achievements<br />
of the 21 organisations and individuals this year that are receiving the PATA<br />
Grand and Gold Awards.<br />
During a special luncheon at PATA Annual Conference, four Grand Awards will<br />
be presented to the ‘Best-Of’ winners in the categories of Education and Training,<br />
Environment, Heritage and Culture, and Marketing Campaign.<br />
A total of 23 Gold Awards will be also presented to winning entries in the<br />
above-mentioned categories as well as in Marketing Media (seven sub-groups)<br />
and Travel Journalism (four sub-groups).<br />
The 2012 PATA Gold Awards, open to members and non-members of the<br />
Association, attracted a total of 180 entries from 79 organisations and individuals<br />
from the public and private sector of the travel-and-tourism industry.<br />
PATA wishes to acknowledge the generous support of the Macau Government<br />
Tourist Office for again sponsoring the PATA Gold Awards.
Message from the Government of the<br />
Macau Special Administrative Region
The PATA Gold Awards are a celebration of innovation and excellence in tourism industry, and<br />
on behalf of the Macau Special Administrative Region Government, we are honoured to have this<br />
opportunity to congratulate the winners whose achievements have crystallized these qualities.<br />
Over the years, the PATA Gold Awards offered precious opportunities for individuals and organizations<br />
across a wide spectrum of the tourism industry to showcase their outstanding contributions in developing<br />
and promoting travel and tourism in Asia Pacific. As a long serving member of PATA, the Macau<br />
Government Tourist Office is proud to be the sponsor of the PATA Gold Awards for the 17th consecutive year and to<br />
pay tribute to those who not only have shown professionalism, passion and perseverance in their own field, but who<br />
also serve as role models for others to follow.<br />
I wish to thank PATA for organizing this prestigious <strong>aw</strong>ards programme and once again, congratulations to all the<br />
winners of the 2012 PATA Gold Awards. We trust that your achievements will encourage the travel and tourism industry<br />
to continue to excel and live up to any challenges that might come.<br />
Cheong U<br />
Secretary for Social Affairs and Culture of the Macau SAR Government
PATA Gold Awards 2012<br />
Judging Committee<br />
AR Neethiahnanthan<br />
Dean<br />
Taylor’s University<br />
School of Hospitality, Tourism & Culinary Arts, Malaysia<br />
Dale L<strong>aw</strong>rence<br />
President<br />
Skal International - Bangkok, Thailand<br />
Dieter Burckhardt<br />
International Marketing Executive<br />
Bangkok Hospital, Thailand<br />
Justin Malcolm<br />
General Manager, Le Meridien Chiang Rai Resort<br />
Chairman, PATA Chiang Rai Chapter, Thailand<br />
Chuck Yim Gee, Dr<br />
Regent, UH System<br />
Dean Emeritus, UH School of Travel Industry<br />
Management, USA<br />
Daniel Herron<br />
LASplash Magazine, USA<br />
Fanny Vong, Dr<br />
President<br />
Institute for Tourism Studies, Macau SAR<br />
Kaye Chon, Ph D, CHE<br />
Dean<br />
School of Hotel and Tourism Management<br />
The Hong Kong Polytechnic University,<br />
Hong Kong SAR
Li Hong<br />
Director<br />
Hangzhou Tourism Commission, China<br />
Mandip Singh Soin FRGS<br />
Founder and Managing Director<br />
Ibex Expeditions Private Limited, India<br />
Nicha Chatinan<br />
Co-Founder<br />
MellowMellow, Thailand<br />
SanJeet<br />
Director<br />
Durga Das Publications Private Limited, India<br />
PATA Gold Awards 2012<br />
Judging Committee<br />
Matthew McDougall, Dr<br />
Group CEO & Executive Chairman<br />
SinoTech Group, China<br />
Markus Keller<br />
Regional Director of Sales & Distribution - Asia Pacific<br />
Sales & Distribution<br />
Accor<br />
Renton de Alwis<br />
Writer and Social Activist, Sri Lanka<br />
Steve White<br />
Editor-in-chief<br />
Action Asia, Hong Kong SAR
PATA Gold Awards 2012<br />
Judging Committee<br />
Teresa Xin<br />
Deputy General Manager<br />
China World Hotel/China World Summit Wing, China<br />
PATA Gold Awards Project Manager<br />
Parita Niemwongse<br />
PATA Communications
PATA Grand Awards<br />
2012<br />
Education and Training<br />
Passport to Success<br />
Lao National Institute of Tourism<br />
and Hospitality, Laos<br />
Environment<br />
7 Greens Concept<br />
Tourism Authority of Thailand<br />
Heritage and Culture<br />
Heritance Tea Factory<br />
Heritance Hotels and Resorts,Sri Lanka<br />
Marketing<br />
Rugby World Cup 2011 Marketing Campaign<br />
Tourism New Zealand
Education and Training<br />
Passport to Success<br />
Lao National Institute of Tourism and Hospitality, Laos<br />
www.Lanith.com<br />
As part of the Lao National Institute of Tourism and Hospitality’s (Lanith) mandate to improve<br />
the quality of human resources in the Lao People’s Democratic Republic’s (Lao PDR) tourism<br />
sector, an innovative skills training programme called Passport to Success has been designed.<br />
It is to enhance the existing workforce’s capacity to deliver quality tourism services. Passport<br />
to Success has been launched in five key tourism provinces of Lao PDR (Vientiane city,<br />
Luang Prabang, Xiengkhuang, Khammouane, and Champassak). Since its inception<br />
in mid-2011, the workforce development scheme has issued over 250 Passports and <strong>aw</strong>arded<br />
some 650 Passport stamps (statements of attainment) to employees of leading tourism companies,<br />
such as Lao Airlines, as well as the country’s leading hotels, guesthouses and travel agencies.<br />
Passport to Success offers a range of training modules in core, generic and functional topics in<br />
six distinct labour divisions. It enables Lao PDR’s existing tourism sector workforce access to<br />
continuous professional development and up-skilling. All Passport to Success modules are based<br />
on ASEAN Common Competency Standards for Tourism Professionals (ACCSTP) and focus on the<br />
development of competencies and new knowledge that programme participants can immediately<br />
apply in their workplace.<br />
Passport to Success answers the need for lifelong learning and upskilling of the existing workforce.<br />
As the programme grows from strength to strength in 2012 and beyond, it will provide people<br />
working in hotels, airlines, travel agencies and attractions with the confidence and aptitude<br />
to satisfy the needs of demanding international travellers. This will allow Lao PDR to shift<br />
from a destination dominated by relatively low-spend backpackers and regional travellers<br />
to one that can attract international up-market travellers seeking relaxation, soft adventure and<br />
nature.<br />
“Similar programmes might have existed, but this is a very well structured programme to enhance<br />
the service capacity of tourism personnel that other institutions can follow. The logbook/passport<br />
provides a guide for self-paced learning, motivates small steps of achievement and provides<br />
recognition of trainee’s skills improvement” - Judge’s comment
Environment<br />
7 Greens Concept<br />
Tourism Authority of Thailand<br />
www.tourismthailand.org/campaign/en/<br />
www.tatnews.org/tat_news/3852.asp<br />
The Tourism Authority of Thailand (TAT) and the Thai tourism industry are jointly pursuing green<br />
initiatives in an effort to maintain the delicate balance between tourism promotion and environmental<br />
protection to ensure long-term sustainability.<br />
Promoted under the 7 Greens Concept, the initiative aims to protect and preserve the environment<br />
and restore environmental quality by raising environmental <strong>aw</strong>areness. By promoting increased<br />
Corporate Social Responsibility (CSR) it involves the active participation and support of all tourism<br />
stakeholders. These include state agencies involved in promoting tourism, private sector tourism<br />
operators and tourism-related service providers, as well as public and non-governmental organisations,<br />
communities, media representatives and individual tourists, both Thai and foreign.<br />
The 7 Greens Concept include Green Heart, Green Logistics, Green Attraction, Green Community,<br />
Green Activity, Green Service and Green Plus.<br />
Various special events have been initiated including workshops, seminars and campaigns<br />
attracting over 1,300 participants in major cities nationwide. The events received extensive media<br />
coverage in print and online channels with TV, radio, billboards, social media and web site<br />
coverage.<br />
“TAT has demonstrated its leadership in the development of a comprehensive environmental<br />
concept for sustainable, green tourism in Thailand. By coordinating between the government and<br />
private sectors, press and academic institutes, it has gained the endorsement of a significant<br />
number of internal and external parties. These are concrete ways to bring sustainable tourism to<br />
the travelling public, to ensure the long term protection of the environment, while also continuing to<br />
support the tourism industry” - Judge’s comment
Heritage and Culture<br />
Heritance Tea Factory<br />
Heritance Hotels and Resorts, Sri Lanka<br />
www.heritancehotels.com/teafactory/<br />
Heritance Tea Factory is a four star theme hotel located on a 25-acre lush green tea estate, which<br />
maintains the authentic atmosphere of living in a tea factory. In the mountain range, which gave<br />
the world Pure Ceylon Tea, the hotel began as a factory built in the days of the British Raj in the<br />
19th century. It has been converted while preserving much of the original style and machinery;<br />
reminiscent of the past yet perfectly blending in the innovations of the present.<br />
Being the highest located factory/hotel in Sri Lanka, Heritage Tea Factory is a reminder of the past<br />
in a perfect blend with innovations of the present. From the architecture, to every space within the<br />
hotel, the story of tea is told and a “Total Tea Experience” is offered, creating one of Sri Lanka’s<br />
best attractions. The hotel actively participates in integrating the endemic culture of the area,<br />
giving prominence and a sense of recognition to the communities who have contributed to the<br />
development of the tea industry in Sri Lanka.<br />
“By converting a historic tea factory into a productive tourism entity, the Heritance Tea Factory<br />
benefits the local community of Kandopola in terms of jobs and employment, training for workers,<br />
economic distribution through the supply chain, and visitor education. The project has already won<br />
a number of <strong>aw</strong>ards. It deserves recognition from PATA” - Judge’s comment
Marketing<br />
Rugby World Cup 2011 Marketing Campaign<br />
Tourism New Zealand<br />
www.newzealand.com<br />
Rugby World Cup 2011 (RWC 2011) was the biggest international event ever to be held in New<br />
Zealand and is the third largest sporting event in the world with a cumulative global television<br />
audience of four billion. Staged every four years, it involves 20 national teams and their fans, with<br />
48 matches played over six weeks.<br />
The delivery of the tournament itself and all the rugby or sporting elements were organised by<br />
Rugby New Zealand 2011 Ltd (RNZ 2011) which was jointly owned by the New Zealand Rugby<br />
Union (NZRU) and the New Zealand Government. Tourism New Zealand (TNZ) was charged<br />
with co-ordinating the tourism sector and marketing the tournament globally to maximize visitor<br />
numbers. Initial estimates were that the tournament would attract 65,000 international visitors.<br />
TNZ devised a comprehensive marketing plan to achieve this target and deliver an exceptional<br />
visitor experience: a four-year, four-phase approach. Alongside its many stakeholders and<br />
partners, TNZ conducted a major four-phase integrated marketing, advertising, and PR campaign<br />
that included numerous significant events, international media hosting, the use of digital strategies<br />
and a social media programme.<br />
RWC 2011 was a resounding success on and off the field, with high acclaim from teams, supporters,<br />
international media and the 133,200 visitors who enjoyed a six-week long national party. From July<br />
1, 2011 all international visitors answered a question on their immigration arrival card as to whether<br />
they were visiting for the RWC 2011. Final international visitor arrivals were 133,200 up 56% on<br />
the revised forecast and double the original estimated figure of 65,000. Top line market research<br />
carried out by TNZ with visitors showed that 98.5% were satisfied or highly satisfied with their RWC<br />
2011 experience, 93% said they wanted to return to New Zealand, and 97.5% said they would<br />
recommend New Zealand as a travel destination to other people.<br />
“The programme successfully positioned New Zealand as a major event host and superb tourism<br />
destination” - Judge’s comment
PATA Gold Awards<br />
2012<br />
Marketing<br />
Primary Government Destination<br />
Secondary Government Destination<br />
Allied Partner<br />
Industry
Marketing<br />
Primary Government Destination<br />
A Million Experiences to Share<br />
Tourism Malaysia<br />
http://corporate.tourism.gov.my<br />
Tourism Malaysia launched “A Million Experiences to Share” campaign aiming to meet growing<br />
demands of ASEAN travellers by highlighting the myriad of experiences Malaysia offers, with<br />
the intention of also giving Malaysian tourists experiences they would love to share with others.<br />
Diverse experiences in Malaysia have been highlighted in this campaign, including value shopping,<br />
unspoilt beaches, street food, gourmet delights, adrenaline-pumping adventure, nightlife and<br />
parties, concerts and performances, massage in the city, and nature spas.<br />
Genre-specific ads were developed for respective markets and appeared in various online, offline,<br />
and out-off home channels from mid-June 2011. Campaign results as of November 2011 showed<br />
that traffic to the Tourism Malaysia website registered huge growth during the campaign. Visits<br />
from Indonesia, Philippines and Vietnam, even overtook Singaporeans who were the highest the<br />
previous quarter. There was a whopping 619% increase in Tourism Malaysia website traffic from<br />
ASEAN markets during the campaign.<br />
“The campaign successfully captured and highlighted Malaysia’s strength of multiple attractions<br />
and experience.” - Judge’s comment
Marketing<br />
Secondary Government Destination<br />
The White Rann<br />
Tourism Corporation of Gujarat Limited, India<br />
www.gujarattourism.com<br />
The White Rann is a lyrical visual telescoping of the history of the vibrant and colourful land of<br />
Kachchh that is located in Gujarat state in western India. The White Rann, the limitless expanse<br />
of the white desert in Kachchh, is beautifully described in this book. Many monuments, cities and<br />
people of this unique region are given life in the book’s pages. The book is a useful guide to<br />
tourists and serves as a starting point to researchers who want to explore the vastness of the<br />
region of Kachchh. The Kachchh region today is a gateway to past Indian civilisations. Also, traces<br />
of the ancient maritime civilisation of India are all over the long coastline of Kachchh, which is<br />
dotted with many ports, both ancient and modern. Its water bodies are ideal destinations for<br />
millions of migratory birds which come from distant lands. The arts and crafts and the traditional<br />
architecture and textile traditions of Kachchh are world famous. They are celebrated in the book.<br />
But the book’s main focus is on the silence and serenity of the White Rann, a source of great<br />
spirituality.<br />
“The White Rann is unique – and beautifully developed from tourism point of view” - Judge’s comment.
Marketing<br />
Allied Partner<br />
www.germany.travel: Multilingual Web Site for Destination Germany<br />
German National Tourist Board<br />
www.germany.travel<br />
The German National Tourist Board (GNTB) launched a multilingual website for destination<br />
Germany www.germany.travel in April 2011. Designed in 26 languages for the Asian market, the<br />
web site uses over 2,000 visually stunning images, 300 videos, panoramic shots, slide shows<br />
and a video gallery. The web site delivers convenience through automatic optimisation for smart<br />
phones and tablet PCs. The web site offers powerful tools to increase the GNTB publications’<br />
range of coverage. Content is available completely or selectively in print, in PDF format, via email,<br />
shared on social media platforms, and can also be used offline (e.g. on CDs and USB sticks). The<br />
primary target groups are international consumers, journalists, tour operators, young people,<br />
families, barrier-free travellers, honeymooners, and travellers aged 50+.<br />
“It is a high quality look and feel web site. Top marks for image quality and image selection and<br />
diverse information about Germany. The interactive map invites the user to play with its various<br />
features. The web site creates real interest and makes one want to travel to Germany” - Judge’s<br />
comment
Marketing<br />
Industry<br />
5th Anniversary Integrated Travel Trade Marketing Campaign<br />
Hong Kong Disneyland Resort, Hong Kong<br />
http://park.hongkongdisneyland.com<br />
Hong Kong Disneyland Resort launched the “Anniversary Celebration in the Air” marketing<br />
campaign to mark the attraction’s 5th anniversary. The resort leveraged the occasion to thank travel trade<br />
partners. The marketing initiative generated sales momentum over the event’s year-long duration.<br />
To build Anniversary buzz early, an integrated travel trade marketing campaign engaged trade partners<br />
on multiple phrases and on multiple levels. Some 200 leading trade partners were invited for a<br />
pre-launch “Disney Travel Trade Summit – Celebrating 5 Magical Years.” In overseas markets, the<br />
trade launch helped partners convey the 5th Anniversary message to guests with a series of briefing<br />
events with a total attendance of more than 1,600 trade partners and more than 1,200 travel agents<br />
across Asia. Throughout the year, trade advertising, cooperative marketing activities, and special<br />
events and promotions with airline partners were all carried out.<br />
By leveraging Disney’s creativity, innovation and imagination, the campaign achieved quantifiable<br />
business results and further strengthened relationships. It also laid the foundation for a future which<br />
will include a US$460 million expansion programme with three new themed areas.<br />
“Disney’s integrated marketing campaign was an effective showcase of its core values of creativity,<br />
innovation and ability to deliver magical moments” - Judge’s comment
PATA Gold Awards<br />
2012<br />
Environment<br />
Ecotourism Project<br />
Corporate Environmental Programme<br />
Educational Programme
Environment<br />
Ecotourism Project<br />
Organic Agriculture Project, Sukhothai Airport<br />
Tourism Authority of Thailand and Natural Rice Co Ltd, Thailand<br />
www.tourismthailand.org<br />
www.kaohomsukhothai.com<br />
The Organic Agriculture Project at Sukhothai Airport was initiated in 2003 and has developed to<br />
cover over 150 acres with another 150 being anticipated for the next few years. Natural Rice is the<br />
owner of the project. It aims to promote agricultural practices for better health and to promote a<br />
respect for nature. The project produces organic rice, vegetables and fruits to supply companies<br />
such as Bangkok Airways, the Sukhothai Heritage Resort and Bangkok Air Catering. The project<br />
offers visitors a chance to experience first-hand the lives of the millions of farmers who grow rice<br />
without chemicals, artificial colouring and genetically modified organisms.<br />
Various activities are available for visitors, from short half-day visits to three days of intensive<br />
training. Tourists can enjoy activities such as an overview presentation of the project, a ride on a<br />
farm truck with a local guide, lessons in cooking easy Thai dishes using local farm products, the<br />
early morning collection duck eggs, riding buffalos the traditional way, working in the farm and<br />
doing craft work.<br />
“It is an excellent project. It achieves its purpose of raising <strong>aw</strong>areness of environmental issues while<br />
increasing the number of visitors. The local community also benefits from better environmental<br />
practices as well as revenues from responsible tourism” - Judge’s comment.
Environment<br />
Corporate Environmental Programme<br />
Jetwing SEA - Agreener Vision<br />
Jetwing Hotels, Sri Lanka<br />
www.jetwinghotels.com<br />
Jetwing Seashells was reborn as Jetwing Sea on January 15, 2011 to re-affirm Jetwing Hotels’<br />
commitment to green policies incorporating many new ways to be more energy efficient and<br />
preserve the environment. The commitment to green policies played a vital role at every stage<br />
of the reconstruction of Jetwing Sea. Several initiatives were taken to make the hotel even more<br />
energy efficient and environmentally friendly. Some initiatives included 100% lighting through CFL,<br />
LED and T5, solar power for guest room lighting, a solar powered hot water system, a biomass<br />
boiler for hot water generator during night time, LED backlit guest room TVs, key-card control over<br />
guest room lighting, dual set-point thermostats for room air-conditioning controllers, energy efficient<br />
central chillers for air-conditioning, the sub-metered supply of electricity and water to control waste,<br />
the maximum use of natural ventilation to avoid mechanical ventilation, and the creation of an<br />
in-house sewage treatment plant to recycle waste water.<br />
Since it has just been one year since the re-launch of the hotel as Jetwing Sea, tangible results<br />
in the form of an audit are not yet available. However, measures are at present being taken to<br />
gauge quantitatively how environmental initiatives have impacted the growth of business. What<br />
is clear is that being green has made the property a preferred choice when compared to similarly<br />
priced hotels. Jetwing Sea has become a natural top-of-mind option for chic, eco savvy travellers<br />
who seek an environmentally responsible hotel for their holiday. The growth in numbers as well<br />
as in the ‘quality’ of guests has been remarkable. There is a significant increase in the number of<br />
high-spending tourists to Jetwing Sea.<br />
“The extent to which Jetwing Sea has implemented green technologies is impressive and sets<br />
a high bar for others to aspire to. The commitment of the management and engagement of<br />
the staff is clear through initiatives such as the Resident Naturalist, community involvement,<br />
the comprehensive study of environmental and cost impacts, and internal meetings and audits”<br />
- Judge’s comment
Environment<br />
Educational Programme<br />
Frangipani Langk<strong>aw</strong>i Waste Water System<br />
The Frangipani langk<strong>aw</strong>i Resort & Spa Malaysia, Malaysia<br />
www.frangipanilangk<strong>aw</strong>i.com<br />
The Frangipani Langk<strong>aw</strong>i Resort & Spa Malaysia focuses on raising <strong>aw</strong>areness of enviromental<br />
issues among management, staff, the local community and guests. They have conducted educating<br />
and training for staff on environmental practice, having rewarding systems for going green, and<br />
educating schools, local government, the food industry, the hotel industry, the travel industry,<br />
villagers and community leaders, to be partners in making Langk<strong>aw</strong>i green. For the resort’s staff,<br />
it is compulsory for all staff to attend training on the 4R’s concept in every division of the resort<br />
especially the waste water treatment system to create a healthy and rich ecosystem.<br />
Representatives from universities in the region visited the resort to do research on the waste water<br />
treatment system. In order to share the green knowledge accumulated by the resort, members from<br />
local authorities were invited to view the waste water system. The system treats water to such an<br />
extent that it meets the Malaysian standard for drinking. After their visit, the local authorities agreed<br />
to co-operate with the resort to treat Anak Tasik, a polluted lake located in the area.<br />
The resort’s core strategy is to provide an island holiday experience on one of Malaysia’s premier<br />
resort destinations. In tandem with this, the management is trying to establish a model that can be<br />
used by other resorts in the region that want to reduce their impact upon the environment. One of<br />
the aims of the resort is to co-exist with the local community within an environment that is not overly<br />
affected by the resort’s development. While it is impossible to build a resort and not create some<br />
environmental disturbance, it is possible to substantially reduce these impacts. And that is their<br />
ultimate goal – to operate a profitable resort that has minimal impact on the environment.<br />
It is a wonderful initiative. The wastewater system is vital among many environmental issues.<br />
It deserves everybody’s attention” - Judge’s comment
PATA Gold Awards<br />
2012<br />
Heritage<br />
Culture<br />
Education and Training
Heritage<br />
Heritage<br />
Ban Na Ton Chan Community<br />
Tourism Authority of Thailand, Thailand<br />
www.tourismthailand.org<br />
The Ban Na Ton Chan Community is located in Sukhothai province, established more than 200<br />
years ago. Most of the people are descendants from the ancient Lanna kingdom. The villagers here<br />
believe that “humans are a part of nature and, therefore, everything should go to maintain a balance<br />
between humans and nature”.<br />
The villagers of Ban Na Ton Chan formed the Career Development Fund and Ban Na Ton Chan<br />
Homestay Tourism Community with participation in management by all villagers. The Ban Na Ton<br />
Chan Homestay Project has 20 member families and can accommodate up to 70 people.<br />
The “Elephant Sanctuary” is a house providing safety and rehabilitation for tortured and neglected<br />
elephants. It is located around 2 km from the community. Stray elephants in big cities will be<br />
returned to nature here, with philanthropists donating money to rehabilitate the elephants. The<br />
elephants here will be allowed to roam freely and feed themselves naturally, with no human control<br />
by hooks, chains, training to haul logs, or for shows. There are around nine elephants here now.<br />
Female villagers show tourists how to cook Thai food and provide knowledge on how to prepare<br />
herbs and vegetables grown locally.<br />
All members of the Ban Na Ton Chan Homestay Group share the responsibility to take visitors<br />
to stay at their houses. The host family leads tours of the village. The benefits from the sales of<br />
products such as woven-cloth and others are divided equally among the members. All the members<br />
bring their products to store at the exhibition building of the community. The marketing department<br />
is in charge of selling them and dividing the profits among the members. Ten per cent of the income<br />
is deducted to be the costs on maintaining the environment and tourist attractions in the community.<br />
Some of the amount is spent on training to educate the members and the youth in the village about<br />
tourism, while the rest is kept as a common fund for communal affairs.<br />
“The Ban Na Ton Chan Community programme is a very noteworthy one from the standpoint of<br />
heritage” - Judge’s comment
Heritage<br />
Culture<br />
Ramayana Prambanan Ballet: Preserving Traditional Javanese Culture<br />
PT Taman Wisata Candi Borobudur, Indonesia<br />
www.borobudurpark.co.id<br />
The Ramayana Prambanan Ballet is a dance-drama that visualises a legendary Ramayana<br />
epoch in Javanese culture. Performed on an open stage, Ramayana ballet invites you to enjoy<br />
the story of a typical Javanese dance accompanied by gamelan music. The ballet is a full-time<br />
professional arts, drama, dance and musical project of Javanese heritage performance. With some 200<br />
members, the Ramayana Prambanan Ballet has performed for 50 years. The first performance was<br />
made on July 26, 1961. In August 1961, the performance was attended by the first President of<br />
Indonesia, Soekarno, and other distinguished guests, including Charlie Chaplin.<br />
The Ramayana Pranbanan Ballet’s versatile repertoire spans all-time favorite Javanese heritage<br />
masterpiece arts, drama and dance as well as new premiere performances. Since its inception in<br />
1961, the Ramayana Prambanan Ballet has toured Singapore, Malaysia, Thailand, India, Australia,<br />
Japan, and European countries.<br />
Its mission is to preserve the traditions of Javanese traditional performing arts and to develop<br />
Indonesia’s Javanese traditional dance, promote an understanding and appreciation of Indonesian<br />
culture, and provide a positive social and educational outlet for Indonesian youth.<br />
“A truly unique organisation that is doing great work to preserve Indonesia’s rich Javanese culture<br />
and heritage” - Judge’s comment
Education and Training<br />
Banyan Tree Spa Academy<br />
Banyan Tree Spa<br />
www.banyantree.com<br />
www.banyantreeglobalfoundation.com/news/bt_spa_academy<br />
Since the founding of Banyan Tree in 1994, Corporate Social Responsibility (CSR) has been<br />
embedded as a core value in Banyan Tree’s business strategy. It enables the company to be agents<br />
of social and economic development in developing countries where they have a presence. As a<br />
values-based company, Banyan Tree defines its success not only by its financial performance, but<br />
also by its impact on communities and the environment. With this triple bottom line concept, one of<br />
the company’s CSR missions is to empower people. The Banyan Tree Spa Academy was set up in<br />
2001 with this mission in mind.<br />
When Banyan Tree Spa was founded in 1994, it was the pioneer of the tropical garden spa<br />
concept in the wellness industry which then had a lack of international standards. The Banyan Tree<br />
Spa Academy Phuket was launched in 2001 with the vision of expanding the brand globally and<br />
ensuring that with the expansion of the spas, a high level of consistency was maintained in service<br />
delivery in all its spas around the world.<br />
The Spa Academy today is renowned for its distinctive in-house training and development<br />
programmes, for its spa therapists as well as development of its unique signature techniques and<br />
treatment recipes. The Banyan Tree Spa Academy trains a dedicated group of therapists for both<br />
Banyan Tree and Angsana Spas. The training programme encompasses all areas of spa therapy,<br />
including knowledge of the human anatomy and important pressure points, modern and traditional<br />
massage techniques, variation of body weight for different techniques, knowledge of skin epidermis<br />
and facial applications, properties of different herbs and spices, preparation of spa ingredients,<br />
setting up of treatment rooms and spa pavilions, and standard greeting procedures.<br />
Home to Banyan Tree Spa and Angsana Spa therapists, the Academy promotes rigorous training to<br />
ensure consistently high quality service which is synonymous with the brand.<br />
“The Banyan Tree Spa Academy has made significant contributions to the global spa industry, by<br />
professionalizing massage and therapeutic treatment in resort hotels. The Academy has provided<br />
not only jobs but also career opportunities to many underprivileged people in developing countries”<br />
- Judge’s comment
PATA Gold Awards<br />
2012<br />
Marketing Media<br />
Consumer Travel Brochure<br />
Travel Advertisement Broadcast Media<br />
Travel Advertisement Print Media<br />
Travel Poster<br />
Promotional Travel Video<br />
Public Relations Campaign<br />
CD-Rom<br />
Web site<br />
E-Newsletter
Marketing Media<br />
Consumer Travel Brochure<br />
Luxury Escapades<br />
Cox & Kings, India<br />
www.coxandkings.com<br />
Affluent Indians are always on the lookout for unique and high-end destinations, and new niche<br />
products and services.<br />
Cox and Kings designs brochures that perfectly illustrate the luxurious escapades that these high-end<br />
Indian customers are looking for.<br />
“These brochures contain extensive and detailed information. Their use of colour schemes with<br />
motifs is excellent and the selection of photographs is superlative” - Judge’s comment
Marketing Media<br />
Travel Advertisement Broadcast Media<br />
Touch Korea – Power Spot<br />
Korea Tourism Organization, Korea ROK<br />
http://english.visitkorea.or.kr/enu/index.kto<br />
Korea has around 20,000 temples. A visit to these places of worship can give a sense of calm and<br />
instil a humble perspective.<br />
In the ‘Touch Korea – Power Spot’ 34-second travel advertisement, the Korea Tourism Organization<br />
targeted females in the 20 to 30 demographic, appealing to their current wish in life – love, success,<br />
fortune and health. The video features must-see temples or ‘power spots’ where one can wish<br />
for these four goals, showcasing breathtaking sights coupled with the playful and creative use of<br />
graphics that effectively captures the viewer’s attention.<br />
“These ‘power spot’ temples will make the target audience’s heart beat” - Judge’s comment
Marketing Media<br />
Travel Advertisement Print Media<br />
Hong Kong - Asia’s World City Destination Image Print Ad Campaign<br />
Hong Kong Tourism Board, Hong Kong SAR<br />
www.discoverhongkong.com<br />
Hong Kong is a dynamic city that offers great variety. From city life to great outdoors, from tradition<br />
to modernity, from east meets west, from shopping to dining, visitors from around the world find<br />
Hong Kong compelling.<br />
In the ‘Hong Kong. Asia’s World City’ print ad campaign, the mix of sky stripes depicting different<br />
moments of Hong Kong is employed, while the visual foreground is collaged with the core attributes of<br />
Hong Kong. These include festivals, events, attractions, shopping and dining elements, customised<br />
to appeal to different target segments. A total of four print ads targeting the young segment<br />
(short-haul markets), young professionals (long-haul markets), family and achievers’ needs were<br />
developed. The overall tone of the print ad campaign was cosmopolitan, sophisticated, and vibrant.<br />
“Hong Kong showed a great way of segmenting communciations and using strong images and<br />
copy to depict the brand” - Judge’s comment
Marketing Media<br />
Travel Poster<br />
Poster Orang Utan, Diving, Mt Kinabalu, Homestay & Siti Khadijah Market<br />
Malaysia Tourism Board (Tourism Malaysia)<br />
www.tourism.gov.my<br />
Malaysia’s successful tourism campaign, ‘Malaysia Truly Asia’, has won over 25 <strong>aw</strong>ards worldwide<br />
over the past decade. It has been attracting millions of travellers to visit the country and experience<br />
its rich history, culture and variety of activities.<br />
The integrated media campaign included a series of TV commercials broadcasted worldwide, print<br />
with special media in international news and business publications, and online contests. A series of<br />
promotional travel posters is part of this campaign. These travel posters have creatively depicted<br />
the country’s rich and vibrant culture as well as showcased its enticing sights, attractions, and<br />
adventures that <strong>aw</strong>ait travellers when they visit Malaysia.<br />
“Each poster corresponds to an event or festival theme, and the print layout and the choice of the<br />
photos were effectively executed” - Judge’s comment
Marketing Media<br />
Promotional Travel Video<br />
Hong Kong - Asia’s World City Brand Video<br />
Hong Kong Tourism Board, Hong Kong SAR<br />
www.discoverhongkong.com<br />
To leverage the city brand of Hong Kong developed by the Hong Kong SAR Government in 2001,<br />
a destination brand platform “Hong Kong. Asia’s World City” was adopted to portray Hong Kong<br />
as the leading travel destination in Asia, offering world-class and unrivaled travel experiences to<br />
visitors from all over the world.<br />
This campaign included a promotional travel video that aptly put forth the core values that make<br />
Hong Kong distinctive, memorable and identifiable: cosmopolitan, variety, vibrant, trend-setting,<br />
and fusion. All these make Hong Kong stand out from other competing destinations.<br />
The campaign was executed targeting three key segments that were identified based on the<br />
psychological needs and travel motivations of consumers:<br />
1) Young: Entertainment/Excitement, Materialization<br />
2) Family: Family time & Fun<br />
3) Achievers: Local Culture/Heritage appreciation<br />
By showing how people in each segment enjoy and experience the variety of specialties in Hong<br />
Kong, it illustrates the wonderful ambiance of ‘Hong Kong. Asia’s World City’. It also makes an<br />
emotional connection inducing visitors to come to Hong Kong or visit DiscoverHongKong.com for<br />
more information.<br />
“The video included all main attractions, easily recognisable by the viewer, invoking emotion and<br />
creating an experience. It featured a variety of activities in an easily understandable manner,<br />
representing the destination and the brand well. The production visually captures the viewer’s<br />
attention for the entire length of the video, along with appropriate audio, creating curiosity”<br />
- Judge’s comment
Marketing Media<br />
Public Relations Campaign<br />
Madame Tussauds Hong Kong, Supported by<br />
Ogilvy Public Ralations, Hong Kong<br />
www.madametussauds.com/HongKong/en/Default.aspx<br />
www.madametussauds.com/HongKong/en/OurFigures/Character/McDullMadameMak.aspx<br />
The Madame Tussauds attraction has been in Hong Kong for over a decade. To keep attracting<br />
visitors to visit, Madame Tussauds had to come up with a unique angle to win the hearts and minds<br />
of visiting parents, as well as their children.<br />
For Madame Tussauds, they have found that visitors tend to be mostly from mainland China looking<br />
for something different for the whole family to enjoy. Madame Tussauds needed to brand a new<br />
figure that is well loved by people from Greater China. To this end, Madame Tussauds unveiled the<br />
world’s first wax doubles of cartoon characters McDull and his mother Madame Mak. McDull, the<br />
much-loved animated piglet acts as the ambassador for HKTB’s Quality Tourism Services (QTS)<br />
scheme and is widely known in Greater China and beyond.<br />
Madame Tussauds and Ogilvy Public Relations, its PR agency rolled out an online/offline<br />
engagement programme which revolved around McDull and Madame Mak to generate<br />
desired buzz among media and the community in Hong Kong and mainland China,<br />
which included showing the making of McDull and Madame Mak photos and video to media<br />
before the official launch. To officially launch the event, Alice Mak, the creator of McDull,<br />
joined HKTB Chairman James Tien and <strong>aw</strong>ard-winning actress-cum-celebrity mother, Sandra Ng,<br />
to unveil the wax figures of McDull and Madame Mak.<br />
To sustain momentum following the launch, event videos and posts were shared in the attraction’s<br />
website, YouTube, Facebook and on weibo to further boost the viral impact. The campaign resulted<br />
to a surge in visitor numbers for Madame Tussauds Hong Kong.<br />
“A truly effective PR campaign – a good example of thinking out of the box” - Judge’s comment
Marketing Media<br />
CD-Rom<br />
“Naturally Nepal” Once is not Enough<br />
Nepal Tourism Board, Nepal<br />
www.welcomenepal.com<br />
The Government of Nepal, through the Nepal Tourism Board, launched a national tourism campaign<br />
‘Nepal Tourism Year 2011’. The campaign aimed to bring in at least one million international tourists<br />
in 2011.<br />
The Nepal Tourism Board’s interactive CD Rom is part of this initiative in promoting and showcasing<br />
what Nepal has to offer. The interactive CD-ROM features information on various outdoor activities<br />
in Nepal such as trekking and mountaineering, rafting and kayaking, as well as useful information<br />
on tourism related services, facts for visitors and suggested itineraries for travellers.<br />
“A great way of showcasing information in a creative and highly interactive way” - Judge’s comment
Marketing Media<br />
Website<br />
2011 Hong Kong Summer Spectacular Mini site<br />
Hong Kong Tourism Board<br />
www.discoverhongkong.com/hkss/eng/html/hkss/index.html<br />
www.discoverhongkong.com<br />
The Hong Kong Summer Spectacular (HKSS) is a three-month-long summertime festival in Hong<br />
Kong organised by the Hong Kong Tourism Board. The city celebrates the occasion with a series<br />
of exciting events, great retail sales and a multitude of great dining offers. The core event of HKSS<br />
is the Hong Kong Dragon Boat Carnival, which attracted 30 overseas teams and 150 local squads<br />
for the high-spirited dragon boat races on the waters of Hong Kong’s iconic Victoria Harbour.<br />
In addition to the races, HKSS filled the city’s shopping spots with lively promotions and crazy<br />
capers. The ‘Visa go Surprises’ flash mob were on the loose every Saturday and a total of 231<br />
spenders were ‘mobbed’ and were <strong>aw</strong>arded with shopping coupons and Visa spending credits.<br />
In order to arouse the <strong>aw</strong>areness of HKSS amongst a global audience, an online promotion<br />
campaign was launched before the event through the Hong Kong Summer Spectacular minisite.<br />
The Hong Kong Summer Spectacular minisite acted as the centralized information platform for the<br />
event. It contained information to facilitate visitor’s planning their trip to Hong Kong, such as the<br />
easy-to-use online booking system for hotel accommodations, and the plan-your-trip library with all<br />
the essential travel information about Hong Kong. The website contained a sharing function so that<br />
that users could share the web page information with social media with just a few clicks.<br />
The Hong Kong Summer Spectacular minisite achieved 1.2 million visits during the three-month<br />
campaign period. The cost-per-click campaign was also a great success across multiple media<br />
channels and countries -- a cost per click as low as HK$1.08 was achieved. During the period,<br />
over 1,000 posts were generated as travellers created discussions of the events with their friends<br />
and followers.<br />
“The HKTBs site shows clarity in promoting their destination with easy access to must-have<br />
information” - Judge’s comment
Marketing Media<br />
E-Newsletter<br />
Art of Travel<br />
Sita, India<br />
http://sita.in/newsletter/saug11.pdf<br />
www.sita.in<br />
Art of Travel is an e-newsletter sent out once a month to all of Sita’s travel partners, approximately<br />
6,000 people across the globe. It was redesigned in July 2011 to incorporate a new element of<br />
design and fresh content.<br />
New content has been introduced in order to bring out the real essence of India today with some<br />
influences of its past lineage. The content aims to help travellers explore India in depth. Through<br />
this newsletter, Sita aims to keep their partners and travel operators outside of India informed,<br />
so that they are able to promote India well.<br />
The design was inspired by the Sita’s core values: reliability, authenticity and passion. Images used<br />
in each section highlight the content well. The new sections introduced in the e-newsletter include:<br />
Six Things You Didn’t Know (a section that brings to light interesting trivia about the most preferred<br />
hotels that Sita works with); A Day in the Life Of (a section that gives insights into the life of interesting<br />
characters); Spotted by Sita (a section where the Sita team talks about compelling elements they<br />
spotted during their travels); and Top Chef Recommends (a chef from a partner hotel takes the<br />
reader on a culinary journey, sharing his favourite dishes).<br />
“Sita’s Art of Travel newsletter is packed with valuable information that would be relevant to any<br />
traveller” - Judge’s comment
PATA Gold Awards<br />
2012<br />
Travel Journalism<br />
Destination Article<br />
Industry Business Article<br />
Travel Photograph<br />
Travel Guidebook
Travel Journalism<br />
Destination Article<br />
Can this be Paradise?, October 2011 by Peter Jon Lindberg<br />
Travel + Leisure, USA<br />
www.travelandleisure.com/articles/ko-samui-thailands-upscale-transformation<br />
www.travelandleisure.com<br />
Seasoned travel writer Peter Jon Lindberg takes us with him in his journey to rediscover one of<br />
Thailand’s popular beach islands, Koh Samui. In his article aptly entitled Can This be Paradise? in<br />
Travel+Leisure’s October 2011 issue, Lindberg revisits Thailand’s third largest island. He describes<br />
the island’s dramatic transformation from being one of Thailand’s unchartered beaches to now one<br />
of the country’s main upscale destinations.<br />
“Clearly the strongest writing, with genuine wit, Peter Jon Lindberg name-checks all the uber<br />
resorts but doesn’t sugarcoat them. They’ll still appeal to a certain crowd while others will like to<br />
hear his considered wider view on tourism development” - Judge’s comment
Travel Journalism<br />
Industry Business Article<br />
Bhutan Rolls out the Welcome Mat, October 2011 by Arnie Weissmann<br />
Travel Weekly – USA<br />
www.travelweekly.com/Asia-Travel/Bhutan-rolls-out-the-welcome-mat/<br />
www.travelweekly.com<br />
Travel Weekly and TravelWeekly.com provide travel professionals with a necessary global<br />
perspective through in-depth coverage of every business sector, including airline, car rental, cruise,<br />
destinations, hotel and tour operators as well as technology, economic and governmental issues.<br />
In Travel Weekly’s October 2011 issue, Editor in Chief Arnie Weissmann wrote a report on one of<br />
the world’s sought-after destinations, Bhutan. In his report, Weissmann provided a comprehensive<br />
overview of this Himalayan Kingdom that gives importance to Gross National Happiness (GNH).<br />
Weissmann paints a clear picture of tourism in Bhutan and the country’s strategy in moving forward.<br />
“The piece gives real impressions not simply reams of stats. It dares to take a view. Quotes come<br />
from the right people, are relevant and aid understanding of Bhutan’s direction” - Judge’s comment
Travel Journalism<br />
Travel Photograph<br />
Coron Island After Sunset, Mabuhay Magazine, November 2011 by George Tapan<br />
Eastgate Publishing Corporation, Philippines<br />
www.eastgatepublishing.com<br />
Eastgate Publishing Corporation is the official publisher of Mabuhay, the Philippine Airlines’ travel<br />
and lifestyle magazine. In over 20 years under Eastgate Publishing, Mabuhay has won 17 local and<br />
international <strong>aw</strong>ards, highlighting creative talent at the publishing house.<br />
In Mabuhay’s November 2011 issue, it featured a breathtaking photograph by veteran Filipino<br />
photographer and 2011 National Geographic Photo Contest winner, George Tapan. The picture<br />
was of Coron Island after sunset.<br />
“A beautiful blending of sky and sea! This was technically well shot and it perfectly captured the<br />
silky feel of the water” - Judge’s comment
Travel Journalism<br />
Travel Guidebook<br />
The Great Outdoor Series<br />
Hong Kong Tourism Board, Hong Kong SAR<br />
www.discoverhongkong.com<br />
With its glistening skyscrapers, Hong Kong is better known for its shopping malls and metropolitan<br />
vibe than as a destination for lovers of the outdoors. But, less than an hour <strong>aw</strong>ay from the hustle<br />
and bustle of the city are a series of outlying islands - a world rich in history and culture,<br />
breathtaking natural beauty and charming village life that continually leaves visitors astonished.<br />
Equally amazing is that just a hair’s breadth <strong>aw</strong>ay from the city lies a myriad of hiking<br />
experiences that belie its cosmopolitan ambiance. The Hong Kong Tourism Board (HKTB) has therefore<br />
produced two guidebooks that constitute the Great Outdoor Series: Local Favourites: Your Guide<br />
to Hong Kong’s Outlying Islands; and The Inside Guide to Hikes and Walks in Hong Kong, both of<br />
which offer a wide assortment of outings which are sure to appeal to outdoor aficionados.<br />
The Great Outdoor Series guidebooks aim to showcase Hong Kong as a preferable destination that<br />
offers diversity. The books introduce the four outlying islands and remind visitors to explore these<br />
scenic islands to see a completely different side of Hong Kong. The guidebooks were distributed to<br />
local and overseas HKTB visitor centres, hotels and government offices.<br />
“The Great Outdoor Series guide books present a refreshing side of Hong Kong that most tourists<br />
don’t know of. It is a comprehensive guide to enjoy what sights and adventures the Hong Kong<br />
outdoors have to offer” - Judge’s comment