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[QUOTE="Munyaradzi Mafaro, post: 60316, member: 636"]
Phoenix Ogilvy Sri Lanka and SriLankan Airlines secured Bronze recognition at Singapore's APAC Effie Awards through their "Relive the Epic of the Ramayana Trail" campaign. The marketing initiative became the sole Travel and Tourism entry from the Asia-Pacific region to achieve shortlisting. This accomplishment supported Sri Lanka's economic recovery by boosting inbound tourism during a critical period. The campaign transformed the ancient Indian epic into a contemporary travel narrative targeting Indian visitors. Strategic storytelling combined with animation highlighted 20 sacred locations throughout Sri Lanka.

APAC Effie Awards celebrate campaigns that generate measurable business results through innovative strategy and creative execution. A distinguished panel of industry experts from advertising agencies, client organizations, media companies, and marketing consultancies evaluated submissions. Competition proved intense with 123 entries achieving shortlist status across multiple categories. The Ramayana Trail campaign previously earned recognition at PATA Gold Awards, The Golden City Gate, and Dragons of Sri Lanka Awards. Indian travelers represent Sri Lanka's largest tourism demographic, making this targeted approach strategically sound.
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