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PATA Awards to honour dreams, Diversity, identity and conscious

The winners of the 24 Pacific Asia Travel Association (PATA) Gold Awards and four best-of-show Grand Awards in 2007 embody the very best Asia Pacific travel and tourism has to offer; dreams, diversity, identity, and social and environmental conscience.

Macau Government Tourist Office (MGTO) Deputy Director Ms Maria Helena

de Senna Fernandes and PATA President and CEO Mr Peter de Jong

presented trophies to all the winners on September 27 at PATA Travel Mart 2007.

Hosted by the MGTO for the 12th consecutive year, the 2007 PATA Gold

Awards Luncheon took place at the Grand Hyatt Bali; the first time the

PATA Gold Awards has featured on the PATA Travel Mart programme.

The four best-of-show PATA Grand Award winners were:

Jetwing's Dream - Education and Training

Forced to bridge skills gaps and equip local young people for

employment, the Jetwing Hotels' Youth Development Project provided

hospitality and English language training free to school leavers from

disadvantaged farming families in the Sigiriya area.

The aims of the "We Dreamed a Dream…" scheme were to solve the human

resources shortage in Jetwing's properties, especially Vil Uyana in

Sigriya; pass on some of the benefits of tourism to the local

community; and provide gainful employment to young people.

India's Diversity -- Marketing

Targeted at affluent travellers from the US, Europe, Asia, the Pacific

and the Middle East, the Incredible India global campaign helped to

drive strong double-digit growth in foreign visitor arrivals into


Leveraging India's colour and cultural diversity in the campaign, the

Ministry of Tourism and Culture, Governmenf of India made aggressive

use of traditional above-the-line advertising as well as interactive

new media, including several micro sites and 11 online contests.

Macau's Identity - Heritage

The successful inscription "The Historic Centre of Macau" on the

UNESCO World Heritage List prompted the Macau Government Tourist

Office to launch 2006 Macau World Heritage Year, a campaign that

positioned Macau as a destination offering travellers much more than

entertainment and gaming.

The campaign successfully boosted the economic value of the city's

rich heritage by positioning and promoting its "historic centre" as a

must-see attraction.

Six Senses' Conscience - Environment

Six Senses Resorts and Spa's Social and Environment Conscience

programme aims to enhance the social and environmental performance of

Six Senses' managed properties.

The company hired a full time manager called "Social and Environment

Conscience" to oversee the programme which includes environmental

awareness and management, corporate partnerships and a "Social and

Environmental Responsibility Fund".

Twenty-four PATA Gold Awards were also presented to 21 winners, listed

in full below.


1.      Marketing Campaign - Primary Government / Destination

Uniquely Singapore, Singapore Tourism Board, Singapore

2.      Marketing Campaign - Secondary Government / Destination

Great Tropical Drive, Tourism Tropical North Queensland and Townsville

Enterprise, Australia

3.      Marketing Campaign - Carrier

Home Away from Home, Srilankan Airlines, Sri Lanka

4.      Marketing Campaign - Hospitality

Phuket Perfect, Delivering Asia Communications for C9 Hotelworks,


5.     Marketing Campaign - Industry

The Malaysia International Gourmet Festival 2006, AsiaReach Events,


6.     Environment - Ecotourism Project

Chaaya Village Habarana, Chaaya Hotels & Resorts, Sri Lanka

7.     Environment - Corporate Environmental Programme

Responsible Travel, Intrepid Travel, Australia

8.     Environment -  Environmental Education Programme

Soneva Nature Trip, Soneva Fushi, Maldives

9.     Heritage

Heritage Friendly Tourism Campaign, Heritage Watch, Cambodia

10.   Culture

Aranmula, Kerala Tourism, India

11.   Education and Training

LNTA-UNESCO Cultural Heritage Specialist Guide Programme, Lao PDR

12.   Marketing Media - Brochure

Kerala Tourism, India

13.   Marketing Media - Broadcast Media

Malaysia Truly Asia global TV commercial, Tourism Malaysia, Malaysia

14.   Marketing Media - Print Media

Malaysia Truly Asia media campaign, Tourism Malaysia, Malaysia

15.   Marketing Media - Poster

Ayudhaya Ancient Sites, Tourism Authority of Thailand, Thailand

16.   Marketing Media - Video

Korea, Sparkling, Korea Tourism Organization, Korea (ROK)

17.   Marketing Media - Public Relations

Lord Howe Island spring campaign 2006, Tourism New South Wales,


18.   Marketing Media - CD-Rom

Chaaya Hotels & Resorts, Sri Lanka

19.   Marketing Media - Website

www.malaysia.travel, Tourism Malaysia, Malaysia

20.   Marketing Media - E-Newsletter

Bali Update, Bali Discovery Tours, Indonesia

21.   Travel Journalism - Destination Article

Tea for Twenty Million, Simon Rowe, Discovery, Emphasis Media, Hong

Kong SAR

22.   Travel Journalism - Industry Business Article

Myanmar Takes on Tourism, Fred Gebhart, Travel Professional, USA

23.   Travel Journalism - Travel Photograph

Old Manila, Lester V Ledesma, Smile (Cebu Pacific Air), Ink

Publishing, Singapore

24.   Travel Journalism - Travel Guidebook

Lifestyle Destination Guide: NYC, Thai Airways International, Thailand


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