Cinnamon to spearhead Destination Marketing in Sri Lanka

Multiple campaigns implemented by the 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 that threatened to derail the fast flourishing tourism industry of Sri Lanka, 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.

While strategically driving forth these multiple campaigns, promotions and initiatives within a short period of time, Cinnamon yet again placed Sri Lanka on the world map by bagging a coveted PATA Gold Award this year, ensuring the country remains well-positioned in the minds of tourists as a destination with wonderfully diverse experiential offerings and most importantly, as a safe place to travel. “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. He added, “We received truly uplifting messages from celebrity guests that Cinnamon hosted throughout the years, urging and encouraging us to show the world our true Sri Lankan spirit.”

To first project a positive image of the country, Cinnamon proceeded to create a video featuring comments by these international celebrities hosted by the hotel chain, calling on the world to visit Sri Lanka. The heart-warming video produced by Cinnamon in collaboration with the Sri Lanka Tourism Board as part of the ‘Love Sri Lanka’ campaign saw celebrities such as like chefs Nigella Lawson and George Calombaris, world famous musicians such as Shaggy and Joaquin Quino McWhinney of Big Mountain who shared their love and support through a video that went viral.

The feedback, engagement and response to the video led Cinnamon to further engage with popular celebrities as destination ambassadors to promote Sri Lanka, among them Miss World 2017 Manushi Chhillar, and former Miss Sri Lanka and famed Bollywood actress Jacqueline Fernandez. “Our top source market over the past decade has been India, and our main objectives through strategic partnerships with destination ambassadors was to further penetrate our key Indian demographic. The Cinnamon celebrity program was architected to reassure tourists that Sri Lanka is once again a safe destination for travel. Celebrity content also sheds light on the wide array of attractions in Sri Lanka that can be experienced and explored,” Dileep Mudadeniya (Vice President John Keells Group, Head of Brand Marketing Cinnamon Hotels & Resorts and CEO Cinnamon Life Mall) elaborated.

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. With 5.7 million followers on Instagram and almost a million followers on Facebook, the former Miss World was instrumental in increasing the sharing and engagements for Sri Lankan-based content across multiple digital platforms following her statement, “It’s no wonder Sri Lanka is ranked as the best island in the world and the No. 01 travel destination for 2019”.

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. Sri Lankans were called to nominate foreign friends to visit Sri Lanka on the official website www.bringafriendhome.com where invitations can be sent to foreign friends abroad from 30th July – 15th December 2019 for stays within the same period.

Fernandez’ participation in the campaign to celebrate her birthday in Sri Lanka with 15 of her friends and family generated nearly 20 million unique views and engagements on her Facebook, Instagram and Twitter. With a following of 31.7 million, Jacqueline’s video of the trip was received most positively on Instagram - a testament to the incredible reach and impact that celebrity participation in the campaign has and will continue to have. The both the visits of Manushi Chhillar and Jacqueline Fernandez garnered much publicity through the Public Relations network across India through several mediums such as Television, Print, Social Media and online.

“Cinnamon has always strived to be a hospitality trendsetter by using digital marketing strategies as well as the latest trends in influencer marketing and this campaign is a clear indicator of the sheer impact that celebrity endorsements can have,” Mudadeniya added. 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.

Cinnamon has also been shortlisted for the International Travel & Tourism Awards 2019 (ITTA) under the Best Digital Campaign in Tourism category for the Travel Blogger Conference Asia (TBC Asia) - a pioneering digital strategy implemented to enhance Cinnamon’s digital footprint across the global tourist market. With 60 travel bloggers from around the world communicating near real-time destination and brand-based content, Cinnamon reached over 5.5 million followers across Facebook, Twitter, Instagram, YouTube and travel blogs, resulting in over 20 million unique digital impressions.

The continued progress enabled Cinnamon to host the third edition of the ‘Future of Tourism Summit’ (FOT 2019) in September, 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, Anita Mendiratta - Special Advisor to the Secretary General, UNWTO, and other top global destination experts, to share their specialist knowledge and insights on how tourism industries can implement sustainable strategies to recover and rebuild following a period of crisis. 

As a result of such continued efforts during the past four months, Cinnamon was proud to announce the first-ever Cinnamon Wellness Retreat planned for November this year. This promotional campaign paves the way for Sri Lanka’s tourism industry to move forward with a progressive vision, safely anchored to the legacy of hospitality, healing and self-discovery on an enchanted paradise isle. The immersive 10-day programme will be launched at Cinnamon Lodge Habarana, reassured of a stabilizing industry and promise to reconnect with Sri Lanka’s world-renowned experiential tourism vertical.

“We as industry leaders have understood the role and responsibility of Cinnamon in the most perplexing of times, and stepped up to the challenge. Our teams were working full days, seven-day weeks to ensure that our industry, and not just our properties were getting back on track. Our main objective over the last four months and in the coming months will be to propel forward and continue with our campaigns to recover Sri Lanka’s tourism industry, and support all stakeholders and communities that are still dependent on it for their livelihoods. I’m humbled by the amazing response and steadily increasing tourist numbers. The world is definitely falling in love with Sri Lanka all over again, and Cinnamon is proud to be part of the revival.”

About Cinnamon

The Cinnamon Hotels & Resorts chain comprises of 14 distinct hotels and resorts located in key areas across Sri Lanka and the Maldives. The brand embodies a passion for inspired living and promises holistic and enhanced experiences that are tailor-made to suit the specific interests of travelers. The Cinnamon brand focuses on delivering memorable holidays and getaways that deliver exceptional standards of service whilst showcasing the warmth and vibrancy of contemporary Sri Lankan hospitality. 

Cinnamon launches ‘Bring A Friend Home’ Campaign to speed up tourismrecovery in Sri Lanka

A grand prize of a one-year stay at Cinnamon Life apartments

National, 19^th August, 2019: Cinnamon’s Bring A Friend Home (BAFH) introduces an exclusive initiative to spearhead tourism in Sri Lanka and also to overcome challenges faced by the tourism industry. BAFH encourages fellow Sri Lankans living here and overseas as well as expats living in Sri Lanka to nominate foreign friends to visit the island through an array of attractive packages. The key objectives of this campaign are to communicate a sense of urgency to visit Sri Lanka and create user-generated content to spread the message that Sri Lanka is safe to visit. The campaign is developed to generate much needed positive publicity to Sri Lanka.

BAFH follows a simple 4-step process; Register - Invite – Accept – Travel. Sri Lankans living here or overseas and even expats living in Sri Lanka with a resident visa are eligible to nominate foreign friends to this campaign. Visit www.bringafriendhome.com and register by entering the name,  email  and  contact number. This gives applicants the opportunity to invite one or more friends living overseas via email, WhatsApp, Facebook or Twitter and also be eligible for a raffle draw. Invitations can be sent from 30th July – 15th December 2019for stays within the same period.

The invitee – any foreign passport holder or Sri Lankan expat – can then proceed to accept the invitation by purchasing one or more packages listed on the campaign website at www.cinnamonboxoffice.com. A range of packages are available to choose from, including beach, nature, adventure and city tours specially curated for showcasing Sri Lanka’s tourism offerings.  The invitee must travel to SriLanka between 1^st August and 15^th December 2019 and register on the campaign website to enter the raffle draw, which will take place in January 2020. All travel and registrations should be completed by or before 15th December 2019.

The 1^st Prize in the raffle draw for the Sri Lankan referees is a choice between a 1-year stay at a Cinnamon Life apartment or a 7-day stay for 2 individuals valid at 2 Cinnamon’s properties for 

consecutive years. Additionally, they are gifted a voucher worth Rs. 499,999 from Colombo Jewellery Stores. The 2nd Prize includes a 7nights stay at 2 Cinnamon’s properties located in Sri Lanka valid for 2 consecutive years for up to two individuals and 3rd Prize includes 5nights stay at a Cinnamon’s property located in the Maldives for up to two individuals including airport transfers.

The 1st Prize for the visiting foreign friend is a 5 nights stay at a Cinnamon’s properties located in the Maldives for up to two individuals including airport transfers and Rs. 1,000,000 worth Sapphire stone ring by Colombo Jewellery Stores. The 2nd Prize includes a 5 nights stay at a Cinnamon’s property located in the Maldives for up to two individuals including airport transfers. By courtesy of Positive Sri Lanka, there will be monthly giveaways by Lovi Sarong and Siyath Gavin Photography with each offering Rs. 99,000 worth of giveaways,while Wax Museum will be offering Rs.25,000 and Tiesh, Rs.15,000 worth of giveaways respectively.

The campaign is set to expedite the tourism arrivals to the country and is part of Cinnamon’s contribution towards the recovery process. Launched with the active participation of all local industries, Cinnamon is engaging both locals and foreign tourists, taking ownership for creating exemplary change across the tourism sector. Jacqueline Fernandez, former Miss Sri Lanka and current Bollywood sensation, was the first visitor under this promotional campaign, and celebrated her birthday in Sri Lanka with 15 of her friends from Bollywood, to kick-start the campaign during the first week of August.

Speaking about Cinnamon’s Bring A Friend Home initiative, Kishu Gomes, Chairman, Sri Lanka Tourism Promotion Bureau stated “It is a timely initiative by Cinnamon to help regain Sri Lanka’s formerly attained standard of tourism as an island that was known as one of themust-travel places for year 2019. Projects of this nature will globally amplify the impact of the destination and trigger an international prerequisite to visit Sri Lanka. This campaign will help spread a positive outlook of the country across the world, showing that it is safe to visitand is open to tourism.”

“Cinnamon’s Bring a Friend Home promotion aims to create some much-needed enthusiasm and excitement for Sri Lanka once again asan experiential travel destination,” stated Dileep Mudadeniya, Vice President John Keells Group, Head of Brand Marketing CinnamonHotels and Resorts and CEO of Cinnamon Life Mall. “Sri Lanka is ready to welcome visitors to its sun-kissed shores once again, and who better to endorse our country than ourselves? Each one of us now has the opportunity to be brand ambassadors to this paradise we call home,and invite our friends from around the world to witness this unrivalled beauty together with us.”

Cinnamon presents Bring A Friend Home In association with So Sri Lanka, Cinnamon Life and Kapruka, with Sri Lankan Airlines as the Airlines partner, Triad as the Creative and Website partner, Colombo Jewellery Stores as the Jewellery Partner, eMarketing Eye as the Digital Partner, Cinnamon Air as the Domestic Airline Partner, while supported by Positive Sri Lanka and Love Sri Lanka. It is a promotional campaign   is   initiated   with   the   overarching   objective    of    reviving    tourism    in    Sri Lanka.Visitwww.bringafriendhome.com to invite your friends home today!

Jacqueline Fernandez spotted at Cinnamon Grand Colombo, Sri Lanka

Global icon, Bollywood star and former Miss Sri Lanka, Jacqueline Fernandez was spotted checking into Cinnamon Grand Colombo yesterday with her family and friends. The actress is currently in Sri Lanka with 15 of her friends and family to launch the ‘Bring a Friend Home’ Campaign by Cinnamon Hotels & Resorts. This unique initiative by Cinnamon is to encourage Sri Lankans living in the country and overseas as well as expats in the country to nominate their foreign friends to visit the island nation. As a Sri Lankan herself who is proud to support the recovery of the tourism industry, Jacqueline kick started the initiative by travelling to the island to celebrate her birthday and embarked on an iconic adventure showcasing the vibrancy and diversity that Sri Lanka has to offer as a destination.

Cinnamon Life presents one of West End’s best-selling theatre experiences, Matilda the Musical for the first time in Sri Lanka

With 90 international awards to its credit, the musical is hailed as one of the top ten theatre productions in the world

Cinnamon Life is set to present the record-breaking and multi-award-winning ‘Matilda the Musical’ for the first time in Sri Lanka from 5^th to 9^th June at Nelum Pokuna Mahinda Rajapaksa Theatre in Colombo. One of the best-selling shows of all time, Matilda the Musical is an exhilarating, nostalgic and heart-tugging story based on the popular book by world-renowned author, Roald Dahl.

In collaboration with the Royal Shakespeare Company and GWB Entertainment, it is a feel-good, upbeat musical that explores themes of friendship, willpower, family and determination with its uplifting storyline, loveable characters and toe-tapping tunes. Telling the powerful tale of Matilda’s quest to fight the oppressive forces, stand up for oneself and rewrite destiny once and for all, the show will resonate with viewers of all ages. The performance perfectly encapsulates Roald Dahl’s gleeful story, combining the ingenious work of writer Dennis Kelly and the input of composer and lyricist Tim Minchin, to create a spectacular performance that is packed to the brim with surprises, fun, zest and wonder.

Recognized as one of the West End’s best-selling musicals of the decade, Matilda the Musical has smashed records globally and charmedaudiences on stages across the world. It has been hailed as one of the top ten theatre productions in the world and has achieved best-selling status for being sold out time and time again across all corners of the globe. The musical has made it to the Guinness Book of Records for winning a total of seven awards at the prestigious Laurence Olivier Awards show. It won the Peter Hepple Award for the Best Musical at the Critics’ Circle Theatre Awards, the Ned Sherrin Award for Best Musical at the Evening Standard Awards and secured wins at the Broadway World UK Awards, the London Lifestyle Awards and the Theatre Awards UK. Other honours granted include five Tony Awards, 13 Helpmann Awards including ‘Best Musical’, ‘Best Choreography in a Musical’ and ‘Best Original Score’, among a series of numerous other laurels to achieve a grand total of 90 international awards, of which 23 have been for Best Musical at several of the world’s top theatre award shows.

Commenting on the latest show in Cinnamon’s portfolio of mega-events, Dileep Mudadeniya, Vice President John Keells Holding stated, “This is the third West End show we are bringing to Sri Lanka after Sound of Music and MAMMA MIA! Cinnamon Life brand has consistently offered the best international events raising the bar each time to deliver world-class lifestyle experiences that are vibrant and truly iconic. Our efforts have not only helped to strengthen Cinnamon Life’s position as the epicenter of inspired living in the city, we have also elevated the country’s place in the region – portraying Colombo and Sri Lanka as a bustling cosmopolitan destination for world-class entertainment.”

Cinnamon Life is the first premier real estate development of its kind in the country. A "city within a city", this iconic project will redefine Colombo's skyline and deliver a vibrant lifestyle experience at every touch point. Set to be the heartbeat of the city whilst making its mark as Colombo's lifestyle capital, the property will feature a signature Cinnamon hotel, state-of-the-art shopping arcades, theatres, office spaces, multi-purpose entertainment venues, restaurants and apartments - that will all offer the epitome of exclusivity, luxury and inspired living. A place where you can enjoy everything from phenomenal fine dining and gastronomical journeys, to concerts featuring global music stars to immersive world class retail experiences, Cinnamon Life will be the city's ultimate lifestyle and entertainment hub.

Make sure to book your tickets in advance for yet another riotously uplifting theatrical marvel presented by Cinnamon Life, which will go down in Sri Lanka’s entertainment history as the most enthralling event of 2019 and one of the greatest shows to ever have graced the stages of Colombo. Bursting with verve, comedic interludes, thrilling plot twists, surprises and unforgettable characters, Matilda the Musical promises an unforgettable evening of unmatched theatre experience.

Tickets are priced at Rs. 5,000 Rs.7,500, Rs.10,000, Rs.15,000 and Rs.20,000. To purchase tickets or find out more, please contact the Cinnamon Box Office on 071 711 8111 or visit www.cinnamonboxoffice.com or come to the Cinnamon Box Office counter at Cinnamon Lakeside Hotel.