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Going for Gold – PATA announces 2009 Awards winners

The Pacific Asia Travel Association (PATA) is pleased to announce the winners of the 2009 PATA Gold Awards, sponsored by the Macau Government Tourist Office. This year the awards recognise the achievements of 24 separate organisations and individuals. For 2009 there are 23 PATA Gold Awards to be presented, with multiple awards going to Hong Kong Tourism Board, Korea Tourism Organization and Ministry of Tourism, Government of India. The awards ceremony takes place on September 25th during PATA Travel Mart 2009 in Hangzhou, China (PRC)…

The Pacific Asia Travel Association (PATA) is pleased to announce the winners of the 2009 PATA Gold Awards, sponsored by the Macau Government Tourist Office. This year the awards recognise the achievements of 24 separate organisations and individuals.

For 2009 there are 23 PATA Gold Awards to be presented, with multiple awards going to Hong Kong Tourism Board, Korea Tourism Organization and Ministry of Tourism, Government of India. The awards ceremony takes place on September 25th during PATA Travel Mart 2009 in Hangzhou, China (PRC).

PATA Grand Awards are presented to the outstanding entries in the four principal categories: Marketing, Education and Training, Environment and Heritage. This year the Grand Awards go to Visa Worldwide Pte. Limited (Marketing); Bintan Resorts (Education and Training), Spice Village Thekkady, India (Environment) and Temple Tree, Malaysia (Heritage).

The Macau Government Tourist Office (MGTO) has generously sponsored the PATA Gold Awards for the past 14 years. MGTO Director Joo Manuel Costa Antunes said, “Our applause goes to all the winners for their excellent projects.  It is inspiring to see such a wide spectrum of organisations and individuals from the tourism industry demonstrating their best in times of adversity.  I believe they are encouraging examples for all members of the industry to continue to pursue excellence, innovation and advancement.”

PATA Grand Awards 2009

1. Education & Training
‘Education and Employment Assistance Programme’
Bintan Resorts
 
With the aim of elevating the standard of education of the local students, the scheme provides scholarships and bursaries to students from the seven selected villages. This is an avenue for promising youths to continue and/or pursue higher education, to attain better employments opportunities and to focus upon the importance of an individual’s contribution to the travel industry. As of 2008 more than 4,600 local students from various levels of institutions have benefited directly from the scheme.

‘This is a remarkable project. Very well presented and argued. They must be commended for their commitment to the community. This type of activity has been argued for before but now we have a living example. The offering of scholarships bursaries is noteworthy’, – judge’s comment.

2. Environment
‘Spice Village and the Community’
Spice Village, Thekkady A Unit of CGH Earth, India

Set in the Periyar forest region, with its great biological and ethnographic cultural diversity, Spice Village creates an identity that blends in with the ambience of the region, while being distinctive. The environmentally-friendly practices include dry/wet waste management, efficient microbial composting, food waste composting and use of non-renewable resources and solar panels. Local community participation is the major focus in the programme.

‘Spice Village has managed to succeed in turning an effective management programme into its own company ethos. This comprehensive and ‘honest’ environmental initiative has resulted in an extraordinary living and breathing visitor experience’, – judge’s comment.

“It is evident that what has been created is a culture of responsibility. A responsibility to protect and promote this unique environment whilst preserving many of local skills and traditions as means of ensuring they will be past on for generations to come. Spice Village should be seen as beacon of success for others to follow.” – Judge’s comment.

3. Heritage & Culture
‘Temple Tree – A Resort of Many Cultures’
BON TON Snd Bhd., Malaysia

Antique buildings of Chinese, Malay, Indian, Eurasian & Arab origin make up this 14 suite hotel. These predominantly timber villas range from 70 – 110 years old and were sourced from all over the Malaysian peninsular. They were first dismantled and then re-erected piece by piece on site in Langkawi. Many were derelict when found, but have now been preserved for future generations. These preserved houses are now used as a hotel to promote a truly Malaysian holiday experience. Guests may choose between five different cultural styles. Visitors are provided with a unique opportunity to experience, understand and enjoy the value of these heritage assets. Profits from the resort help to fund LASSie (Langkawi Animal Shelter and Sanctuary Foundation). Temple Tree conserves heritage whilst assisting the foundation to carry out its ideals of receiving, rehabilitating and caring for neglected abused.

‘This is an excellent private sector initiative and contribution to Asian heritage restoration and cultural presentation’, – judge’s comment.

‘A good example of a public-private sector partnership. Government-backed tourism loan helped fund the project’, – judge’s comment.

4. Marketing
Visa Travel Happy
Visa Worldwide Pte. Ltd.

Visa’s new travel-focused advertising campaign in Asia Pacific aimed at capturing a very common love for travel celebrating the multi-cultural, multi-faceted face of travel with the singular card that makes it possible. Launched in Asia Pacific, the commercial recreates the dance made famous by internet celebrity Matt Harding in his self-made quirky video travel diaries. Matt repeats his signature jig in China PRC, Indonesia, Japan, Singapore, the USA and Vietnam – celebrating how Visa has freed him from the hassle of exchanging cash for each country’s local currency as he travels around the world.  The ‘travel happy’ dance continues in Visa’s second commercial by various merchants including cruise operators, hotel and restaurant staff, tour guides, and taxi drivers, all performing their renditions of Matt’s famous dance. The message is simple – merchants around the world accept Visa.

‘Well executed campaign with FUN. The creative use of a YouTube internet celebrity made this promotion so unique and different,’ – judge’s comment.

‘It is catchy and memorable and it makes you smile. The three pillars of success’, – judge’s comment.

PATA Gold Awards 2009
Marketing – Primary Government Destination
2008 Korea, Sparkling Campaign
Korea Tourism Organization

Marketing – Secondary Government Destination
DreamSeason in God’s Own City
Kerala

Marketing – Allied Partner
VisitBritain & British Airways Partnership Project
British Tourist Authority

Marketing – Carrier
Cathay Pacific New Cabin Designs Marketing Campaign
Cathay Pacific Airways Ltd., Hong Kong SAR

Marketing – Hospitality
The Taj Mahal Palace & Tower, Mumbai after Attack and Re-launch Campaign
Taj Hotels Resorts and Palaces

Marketing – Industry
Perfect Moments
Kuoni Travel (India) Pvt. Ltd., India

Ecotourism Project
Xizha Eco-tourism Community Project – ‘Same Ancient Town, Different Wuzhen’
China Wuzhen Tourism Development Co., Ltd., China (PRC)

Corporate Environmental Programme
Together we can make it, The Jetwing Eternal Earth Project
Jetwing, Sri Lanka

Environmental Education Programme
Environmental Education at Frangipani Langkawi Resort & Spa
Frangipani Langkawi Resort & Spa, Malaysia

Heritage
Mamallapuram
Tamil Nadu Tourism Development Corporation, India

Education and Training
Singapore Specialist Program
Singapore Tourism Board

Marketing Media – Consumer Travel Brochure
Enhancement of the Complete Suite of HKTB
Hong Kong Tourism Board

Marketing Media – Travel Advertisement Broadcast Media
Incredible India
Ministry of Tourism, Government of India

Marketing Media – Travel Advertisement Print Media
Malaysia Truly Asia — Truly More with every Visit. It must be Malaysia
TBWA-ISC Malaysia

Marketing Media – Travel Poster
Incredible India
Ministry of Tourism, Government of India

Marketing Media – Promotional Travel Video
Meetings & Exhibitions Hong Kong (MEHK)
Hong Kong Tourism Board

Marketing Media – Public Relations Campaign
Enviro.aero – An Industry United
Air Transport Action Group (ATAG), Switzerland

Marketing Media – Web site
Responsible Tourism Guide to the Mekong www.ExploreMekong.org
USAID, ACE Project, Mekong Tourism and OPEN Advertising

Marketing Media – E-Newsletter
Creatively Yours
Creative Travel Pvt. Ltd, India

Travel Journalism – Destination Article
Taipei 2.0 by Jennifer Chen
Travel + Leisure Southeast Asia, September 2008

Travel Journalism – Industry Business Article
DMCs defined: The real knights of creativity
TTGmice, September 2008
TTG Asia Media Pte Ltd, Singapore

Travel Journalism – Travel Photograph
Path to the Past
Lester V. Ledesma
Ink Publishing, Singapore

Travel Journalism – Travel Guidebook
Korea, Sparkling 365-365 Reasons to Visit Korea
Korea Tourism Organization

Honourable mentions
Marketing Media – Promotional Travel Video
Experience Macau
Macau Government Tourist Office
Macau SAR

Travel Journalism – Destination ArticleT
Is Baja on the Block? by James Conaway
National Geographic Traveler, November/December 2008

Travel Journalism – Destination Article
Shanghai Surprise by Julie Miller
VIve magazine, April 2008, Australia

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