Strategic Alliance PR
Media
Relations
Corporate
Communications
Internal
Communications
Issues & Crisis
Management
Event
Management
Advocacy
Sponsorship
Maximisation
CSR
Projects
Exclusive Affiliate of
30/7 Thimbirigasyaya Place, Colombo 5.
Tel: 2591180 Fax: 2500150 Email: [email protected]
Sri Lanka's most widely experienced professional resource in Public Relations is now part of a top
global PR network. Offering services in media relations, reputation management, advocacy, issues
& crisis management, internal communications, CSR programmes and event management.
Strategic Alliance PR
Exclusive Af filiate of
30/7 Thimbirigasyaya Place, Colombo 5. Call Nimal Gunewardena on 2586144
Executive Summary
1. A CLEAR LEADER AND
PIONEER IN PR WITH
WIDE EXPERIENCE
Strategic Alliance PR is one of the
pioneers in the local PR industry and
counts 23 years in the field. This has
brought several benefits such as:
l Long-standing and solid contacts
developed and maintained with the
Media with day-to-day interaction
with English and vernacular editors
and journalists across the print and
electronic media on several on-going
accounts, having also earned their
respect for our professionalism (see
Editor Testimonials).
l Our experience over 23 years has
covered assignments for a great
many of the top corporates in Sri
Lanka across the private and public
sectors (See Clients & Assignments
listing and Client Testimonials).
l Our work has gone beyond basic
media relations & publicity with
assignments and experience in crisis,
issues & change management and
advocacy in nationally significant
assignments and private sector ones.
(See Case Studies).
l As a pioneer, we were instrumental in
designing and teaching the subject
for the Sri Lanka Foundation
Institute's Diploma in Journalism &
Communications.
Strategic Alliance PR
2. TOP NOTCH
RESOURCES
3. MULTINATIONAL
AFFILIATION &
BENEFITS
l The Agency is led by one of the most
experienced marketing and
communication strategists in the
country. Chairman & CEO Nimal
Gunewardena acts as the Agency's
Chief Strategist and works hands-on
with the PR team in determining
strategy and approaches, and
provides strategic counsel to clients
on strategic & contentious issues,
advocacy and crisis situations.
l The Agency was the first to garner
multinational affiliation and
know-how when it became part of
the Rowland Communications
Worldwide in 1996.
l The Agency has a dedicated PR team
with a senior professional as COO
directing its team of PR Consultants,
who work with clients on developing
corporate and brand strategies and
executing strategic PR programmes
with the support of its tri-lingual
Media Relations team, which works
closely with the Media, and its Event
Management Team, which
collaborates with our Creative Team
to conceptualize, plan and execute
launch, promotional and media
events. A Media Services Team
provides tracking of print media and
websites and logistical support for
media events.
l In 2008 it became the Exclusive
Affiliate of a top global network,
WPP's Burson-Marsteller. This brings
global access as well as inputs, best
practices and resources from the
regional network.
Our Profile
Strategic Alliance PR has been
a pioneer in the field of Public
Relations in Sri Lanka and
counts 23 years of experience
across PR practices from
media relations to advocacy,
brand PR and issues & crisis
management having
conducted assignments for a
prestigious cross section of
leading private sector and
public sector organizations
(see "Clients & Assignments"
listing).
Following its establishment as
a business unit of Strategic
Alliance (Pvt) Ltd. in 1993, it
became an affiliate of
Rowland Communications
Worldwide in 1996, being the
first to bring multinational
network know-how to Sri
Lanka. Over the past 23 years,
it has established itself as the
leading force in public
relations, and has now
become an Exclusive Affiliate
of Burson-Marsteller, a leading
global public relations
network with 57
wholly-owned offices and 46
affiliate offices operating in 59
countries across six
continents.
Strategic Alliance PR is
composed of a team of
experienced PR professionals
who have excelled in
pioneering the widest
application of public relations
practice in Sri Lanka. This has
included involvement in
teaching Public Relations as a
subject at the Sri Lanka
Foundation Institute.
Strategic Alliance PR
Strategic Alliance PR provides
clients with a breadth of
marketing and corporate
communications support,
ranging from product
publicity to corporate image
building campaigns and the
management of change and
contentious corporate issues.
Based on an analysis of
internal and external 'publics'
and issues affecting corporate
perception and business
operations, the Agency team
develops targetted
communications and
leverages excellent relations
with editors and journalists in
the print & electronic media
to execute these programmes
through mainstream media
and direct communication
channels to reach opinion
leaders and decision-makers
in business and government,
industry and financial
analysts, customers,
employees and various
stakeholders.
Our Professionals
Providing strategic counsel on
corporate and marketing issues
Nimal
Gunewardena
FCIM MCIPR
CEO & Strategist
Nimal Gunewardena heads a
leading advertising, PR and
IMC enterprise in
Sri Lanka that he set up in
1993, following wide
experience in marketing and
advertising. He acts as leader,
entrepreneur and strategist in
the agency's business. He is a
Chartered Marketer and
Fellow of the Chartered
Institute of Marketing, with
over 40 years of experience in
marketing and
communications. Prior to
starting his own agency, he
was CEO of JWT Colombo
following 10 years with
Reckitt & Colman where he
rose to being Marketing
Director and a two-year stint
with AFS Intercultural
Programs New York where he
was Regional Director for
Asia-Pacific. He has been a
Past President of the Sri Lanka
Institute of Marketing and the
Four A's and holds
professional memberships in
the Chartered Institute of
Public Relations/UK, American
Marketing Association and
the Sri Lanka Institute of
Marketing. He is also a highly
regarded lecturer in
Advertising, Marketing and
Public Relations. Nimal is a
member of the Governing
Board of the Office for
National Unity and
Reconciliation.
Strategic Alliance PR
Hands-on agency management
with a broad background
Sheahan Ganeshan
Chief Operating
Officer
Bringing research focus to
strategy
Dhishna Bastiansz
Strategic Planning
Director
Focusing on Corporate &
Marketing consulting
Druvinka Dias
Account Director/
Senior
PR Consultant
A communications specialist with
over 13 years’ experience in Sri
Lanka’s communication industry,
Sheahan started his career as an
editorial writer with a magazine
publisher and gained wide
experience in media relations
and PR management of celebrity
cricketers including Kumar
Sangakkara, Mahela Jayawardena
and Muttiah Muralitharan. He
joins the Agency following a
leadership role at a local PR
agency - managing operations,
pitching new business, and team
leadership and training. His
experience covers crisis
communications and
conceptualizing digital
PR strategies and ideas. He has
excelled as a Swimmer, Cricketer,
Soccer, Badminton and Basketball
player, Scrabble player, Debater,
Actor and Creative Writer.
Dhishna holds a Masters in
International Business from Edith
Cowan University, Australia, and a
Postgraduate Diploma in
Marketing from the Chartered
Institute of Marketing, UK, and an
Australian Certified Management
Accountant qualification. She has
over 24 years of experience in
marketing, advertising, consumer
and social research spanning a
wide spectrum of industries,
sectors, services and products,
and has worked in several
markets across the region. She
joins us from her position as Head
of the Qualitative Research
business at KANTAR LMRB. Her
background in research includes
previous positions of General
Manager at Quantum Research
Services and as Associate Director
at Nielsen Sri Lanka.
Graduate from the University of
Illinois, USA with a double major
in Political Science and Global
Studies . Won the 2012 Sri Lanka
Mercantile Tennis Singles
representing the Agency and was
a member of her university
Women's tennis team. At
university, a delegate for the
Model United Nations
Conference in New York and a
member of the Dean's List.
Interned at Lanka Financial
Services for Underserved
Settlements, a NGO funded by
the UN to upgrade slums in Sri
Lanka prior to joining the Agency.
Sinhala writing &
media relations support
Specialist in Tamil writing &
media relations
Leveraging Sinhala
media relations
Rajitha Jagoda
Arachchi
Sinhala Media
Relations Executive
& Writer
Rajitha has been a freelance
journalist with experience in
feature writing, interviews and
translating for several national
newspapers and magazines
since 2011 and worked for
Wijeya Newspapers and Rivira
Media Corporation. He holds a
BA degree in Tourism from the
University of Kelaniya. He was
an active member of the Gavel
Club of University of Kelaniya
and an affiliate of Toastmaster
International. He is currently
pursuing his Masters’ in
Business Studies at the
University of Colombo.
S Chandrasekar
Head of Tamil
Media Relations
Joined BMPR from Virakesari,
the leading mainstream Tamil
daily and weekly newspaper,
where as a business journalist
he covered all topical
business-related news. Sekar is
our specialist in the Tamil
language capability, developing
releases and building rapport
with Tamil language journalists
and media personnel. Sekar is
an old boy of DS Senanayake
College, Colombo and
continued his studies in
Computer hardware at
Singapore Informatics.
Hasitha Kekulawala
Head of Sinhala
Media Relations
Hasitha holds a BA degree in
English from the University of Sri
Jayawardenapura with further
studies in Mass Communications
and Media Studies at the same
University. He is a former journalist
with experience in feature writing,
conducting interviews and doing
translations at national newspapers.
He has excelled in translating
English classics, introducing
Western authors to Sri Lankan
audiences, with nominations at the
State Literary Awards. He is currently
President of the Sath Association
(Sri Lankan chapter of the SAARC
Writers Foundation). He is also
experienced as a content developer.
Our Professionals
Specialising in Events &
Influencer Communications
Strategic Alliance PR
Working on Research,
Strategy & Initiatives
Chanchala Gunewardena
Events & Digital
Communications Specialist
Alefiya Ameerali
PR Consultant/
Researcher
Chanchala holds a Masters
degree in Professional
Communication and a Bachelors
in English from Clark University,
Massachusetts, USA. She was
previously Consulting Project
Coordinator for Trail Sri Lanka
and following two years as
Director of Career Development
at the Asian University for
Women in Bangladesh. She has
interned in the US with
Burson-Marsteller New York,
Amnesty International, Witness,
Clark University and with
Strategic Alliance PR & UNDP in
Colombo. She works in Event
Management & Planning and in
Digital and Social Media
Influencing.
Alefiya works on multiple
assignments as a member of the
Initiatives, Research & Strategy
Team. She works with the Chief
Strategist in doing research and
developing strategy for new
assignments and pitches and sees
through the initial handling of the
account with an assigned
Consultant. She is a graduate of
Deakin University, Melbourne,
Australia and holds a Bachelor of
Commerce degree. She has
previous PR experience with Sri
Lanka Tourism Promotion Bureau
and Media360, and also worked in
her family business. Her passion is
environment and sustainable
development.
Tamil writing, media relations &
tracking
Thushani Radhakrishnan
Tamil Writer/Media
Relations Executive
Thushani is a past student of
Colombo Hindu Ladies College,
has completed a course in English
at the British Council and holds a
diploma and a professional
diploma in Graphic Designing
from the Lalith Athluathmudali
Vocational Center. Prior to
entering the field of advertising,
Thushani worked at IT world for 6
months as an Executive. At the
Agency, she works on developing
press releases in the Tamil
language and is a part of the
media relations team.
Providing media tracking services
Shelani Perera
Media Services
Executive
Shelani is a member of our media
tracking and services operation. She
previously worked in investment
promotion, call centre operations and
an HR recruitment centre.
Providing media tracking services
Anjalie
Munasinghe
Media Services
Executive
Anjalie is a member of our media
tracking and services operation. She
previously worked in event
management and AV coordination.
Focusing on Corporate &
Marketing Consulting
Supipi Udashashi
PR Consultant
Supipi is a graduate of the
University of Kelaniya, holding a
BA in languages (English, French
and Translation Methods). She
gained experience as a Feature
Writer at top magazines Serendib, Explore Sri Lanka,
Business Today, Time Out Domus
Sri Lanka editions. She holds a
Diploma in International Relations
from the Bandaranaike Centre for
International Studies (BCIS) and a
Diploma in French Language
Studies from Alliance Française de
Kotte. Supipi interned in Internal
Communication & Engagement
for SriLankan Airlines and at BCIS
prior to joining the Agency.
PR Consulting &
Corporate writing
Sumitha
Meegahawatte
Senior
PR Consultant
& Corporate Writer
Sumitha’s has a career spanning
over 35 years in advertising, PR and
Corporate Communications and 6
years in journalism. She started as a
journalist with the Independent
Newspapers and worked as a
sub-editor and features editor.
Moving to advertising she has
worked with various advertising
agencies as Writer & Creative
Director on key accounts in
insurance, banking, FMCGs &
durables. Sumitha worked as
Corporate Communications
Manager at Ceylon Tobacco
Company and as a Marketing
Consultant to AIA. She holds a
Diploma from the Institute of
Journalism in Berlin, Germany and
was a recipient of a
Commonwealth Press Union
Fellowship. She now joins us for a
second spell as Senior PR
Consultant and Corporate Writer.
Focusing on Special Projects
and Event Management
Gavinda Bolonghe
PR Consultant &
Events Specialist
Gavinda is a graduate from the
University of Missouri Science &
Technology, USA with a major in
Psychology and a minor in
Business. He has over 8 years of
experience having worked in client
services, content development and
social media, PR & event
management in Sri Lanka and
Australia. He latterly worked for
Huejay International as PR &
Marketing Manager, having started
his career with Andre Estefan in
event management, and working
for LT and ATRA magazines in
content, social media and events
following a two-year stint in
Australia working for Colourfest,
Australia’s first national film festival
showcasing culturally diverse
Australian stories and films by
migrants of colour.
Specialist Tech &
Corporate writing
Ymara de Almeida
Specialist Financial
& Tech Writer
Ymara holds an MBA from the
Post Graduate Postgraduate
Institute of Management (PIM)
and a BA from the University of
Peradeniya. She began career as a
Journalist for Counterpoint - the
country’s first News and Current
Affairs Magazine and worked in
marketing with Reuters. At the
Agency her role is that of a
specialist writer on topics covering
banking and finance, insurance,
information technology and
telecom, and focuses on
producing thought leadership
and advocacy articles and press
releases, and also manages work
on our Oracle account.
Clients & Assignments
Strategic Alliance PR
PAST & PRESENT (Current clients highlighted)
3M
Academy of Design
American Chamber of Commerce
Asiri Hospitals
Bank of Ceylon
Basicare
BMICH
Car Mart (Volkswagen)
Carson Cumberbatch & Co.
Cathay Pacific
CBN Sat
Cellular Operators of Sri Lanka
Ceylon Biscuits
Ceylon Electricity Board
Ceylon Tobacco Company
CDB Finance
Ceyoka
Chartered Institute of Marketing
Coca-Cola Beverages Sri Lanka
Colombo Dockyard
Colombo Municipal Council
Colombo Stock Exchange
Comet Cable
Confifi Group
Dankotuwa Porcelain
Development Lottery Trust
DHL
DHL Keells
Doha 2006 Asian Games
Edexcel/Pearson
Etisalat
Eurocars/Porsche
European Union Delegation in Sri Lanka
Eveready Battery Company
Fonterra
GlaxoSmithKline
Hayleys Electronics
Holcim Lanka
Hemas Hospitals
Hemas Manufacturing
Information Communications TechnologyAgency of Sri Lanka
Infotel
iSentia
IWS Holdings
Janashakthi Insurance
Joint Apparel Association Form (JAAF)
Lanka Bell
Lanka Milk Foods
LBCH
LB Finance
Leapset
MA’s Foods
MD
Metropolitan Group
Micromax
Millennium IT
Mobitel
Mega Life Sciences
Motivation
Mphasis
Mount Lavinia Hotel
Nestle
Namal
Nokia
Nokia Siemens Networks
Ozo/Onyx Group
Oracle
PCH Holdings
People's Bank
Pepsi-Cola Inc.
Phoenix Industries
Planters’ Association of Ceylon
Premier Automobiles (Alfa Romeo)
Public Enterprises Reform Commission
Reckitt Benckiser
Renuka Foods
Richard Pieris & Company
Roche Pharma
Sadaharitha
Sensei Lanka
Shell Company of Lanka
Singer Sri Lanka
SriLankan Airlines
Sri Lanka Design Festival
Sri Lanka Institute of Information Technology
Sri Lanka Ports Authority
Sri Lanka Tourism
Stassen Foods
Suntel
Task Force for Rebuilding the Nation
Textile & Yarn Manufacturers Association
The Finance Company
Tritel
Triumph
UHE Group
Unilever - Brands
UNICEF
Union Assurance
United Motors (Mitsubishi Motors)
United Tractors
Uniwalkers
Viber
Water Garden
William Angliss Institute
Client Testimonials
“Their professional and
innovative approach to
issues management and
public relations has helped
us to effectively achieve our
objectives on these projects
of national importance.”
Mano Tittawella
Director General, Public
Enterprises Reform
Commission
“Strategic Alliance PR has
now become an integral
part of our Association’s
activities. The Agency has
made a significant
contribution to the Planters’
Association of Ceylon in
terms of perception
management & PR.”
Malin Goonetileke,
Director General ,
Planters’ Association of
Ceylon
“The financial press gave us
immense coverage… this
speaks volumes for
Rowland’s ability to
organise media events.”
Vijaya Malalasekera
Corporate & Legal Affairs
Director, Ceylon Tobacco
Company
"PR prepared by Strategic
Alliance... we believe that
their approach is
professional, the messages
sent to the public were
clear and the writing was
very well detailed."
Piero Gassco
Alfa Romeo, Italy
"We wish to place on
record the sincere thanks
of the Chairman and the
Board of Directors of
Ceylon Biscuits Limited for
the excellent arrangement
made by your staff for the
conference organised for
Ceylon Biscuits on JVP
Trade Union issue, in spite
of the very short notice
given by us. The coverage
you had arranged
exceeded our expectations
and our congratulations
and sincere thanks for a job
very well done."
Lakshman de Silva
Managing Director,
Ceylon Biscuits Limited
"One particular area we
found Bates to be excellent
in was the area of publicity
and PR. Here again our
expectations were more
than exceeded."
Stefan Furkan
Director, Confifi Group
“We have found out their
PR initiatives are very
productive. Special
mention should be made
about their expertise in
crisis and issues
management. They have
excellent relationship
building skills, both with
media and their clients.”
Manori Jayasekera
Sales & Marketing
Manager
Cathay Pacific Airways
Strategic Alliance PR
“Nimal and his highly
professional staff have
mastered the art of
corporate launch, from
market research through
public relations relations to
corporate image
development”
J.E. 'Ted' Boyle
President & CEO, Ruhuna
2001 Multivision (Pvt) Ltd.
"Bates / Rowland has been
working with us from the
inception of Suntel. Their
key contribution in
building the Suntel brand
image came from
advertising, sales
promotions as well as
public relations activities.
We were particularly
impressed with their ability
to handle public relations
activities for our company
at very short notice. These
events were handled very
professionally, often
exceeding our
expectations."
Nalaka Godahewa
Director Customer Care &
Head of Marketing, Suntel
"The Agency’s experience
in handling a variety of PR
exercises and events and
their relationship with the
media has helped in the
growth of our brands. "
Basil Gadzios,
Country Manager,
Coca-Cola Beverages
Sri Lanka Ltd.
"On behalf of the Board of
Directors of the American
Chamber of Commerce, I
want to thank your team for
your efforts in launching
the campaign on
Intellectual Property Rights
protection in Sri Lanka.
The 'Get Real' campaign has
already helped raise
awareness of IPR issues
among the general public
and has created a buzz of
interest about what IPR
protection and violations
mean for Sri Lankans - both
as consumers and as honest
producers and creative
artists.
Your team developed a
high-impact and innovative
campaign. Feedback has
been tremendously positive
from within and outside of
Sri Lanka. We recently
presented the campaign to
the US Chamber of
Commerce in Washington,
D.C., who applauded your
work, specially recognizing
the excellent creatives
produced. As a result, the
'Get Real' campaign will
now be shared throughout
the American Chamber
networks in more than 100
countries worldwide, as a
model of an effective public
service media programme.
This successful campaign
would not have been
possible without your
assistance, and your strong
commitment to social
responsibility."
John Varley
President
American Chamber of
Commerce
Editor Testimonials
" I think that Strategic Alliance PR is a professional organization
and especially its management of media events and
organization is of high quality."
Shirajiv Sirimane, Daily News
" My compliments for being very thorough and professional in
your work."
Feizal Samath, Business Editor, Sunday Times FT
" I regard Strategic Alliance PR as a professional PR agency.
It understands quite well the requirements of the media industry
and journalists. The Agency goes beyond the traditional PR
agency Media relationship and is an inspiring source and very
resourceful and helpful in our "adding value" to the readers.
Nisthar Cassim, Chief Editor, Daily FT
"Strategic Alliance PR…are efficient, constantly alert to changing
trends, and above all extremely nice people to do business with.
They are thorough, courteous…and their tact in dealing with
News People like me speaks volumes for their professionalism.
They really are first class people."
Steve A. Morrell, Deputy Business Editor, 'The Island'
Strategic Alliance PR
Media Publicity
Strategic Alliance PR
Strategic Alliance PR has
shown our clients how to get
visibility for their corporate
and product brands and
generate positive news or
address negative or
competitive issues through
Media Interviews
credible media coverage. We
arrange media releases,
interviews in the print and
electronic media, factory
tours, and media conferences
-all of which are done with
our professionalism, attention
to detail and significant
experience.
Our team of consultants
prepare press kits, ensure
venue arrangements, follow
up on media attendance and
conduct pre-media
conference briefings for our
clients. A positive message is
thus projected with
maximum media attention. In
addition, our long-standing
Media Conferences
Factory Tours
contacts with editors,
journalists and presenters and
post-event follow-up ensures
that the desired coverage is
achieved.
Photo Ops
Media Releases
Media Publicity
NEGATIVES TO
POSITIVES
The Agency sniffed out and
Case Study:
SriLankan Airlines
aspects of the Airline's
The Challenge
When the national carrier
came under private
management it was suffering
from significant negative
publicity with persistent news
reports on the Airline's
off-loading and infamous
punctuality record, with its
codename UL being said to
stand for "Usually Late".
Though a punctuality
monitoring system was set
up, it was clear that till the
new management acquired
new aircraft and trained and
put in place new crews to
meet the Airline's
overstretched schedules,
the performance on
punctuality would not
improve significantly.
Strategic Alliance PR
generated a steady stream of
hitherto untold positive
stories in various other
activities where significant
achievements and positive
outcomes had been made.
The Results
These stories on the Airline's
modernized new product, its
leadership in HRD, its cargo
achievements which
benefited the nation's
exports, etc. ensured that the
long-running negative stories
were soon replaced with
many positive ones in the
national media, resulting in an
increasingly progressive
image for the Airline.
The Strategy &
Programme
Given the reality that the
Airline could not remedy its
operational problems in the
short-haul, the Agency
devised a strategy to
"overbalance the negatives
with positive stories".
Some of the positive, new stories
we generated
Reputation Management
PAINTING THE
BIGGER PICTURE
OF SHELL
Case Study: Shell
Company of
Sri Lanka
The Challenge
The Shell Company of Sri
Lanka, which acquired the
previously government
owned LP gas business and
embarked on a programme to
invest in and develop gas
storage facilities and
domestic gas distribution in
Sri Lanka was constantly
under attack from the media,
politicians and consumer
opinion on rapidly increasing
gas prices. Given its initial
monopoly and dominant
status in the market, Shell was
under intense scrutiny and
pressure from all these
groups.
Our task was to combat the
negative image and publicity
Shell was getting as a result
and build a better perspective
to safeguard Shell's
reputation.
The Strategy
Our strategy was to set Shell's
activities in Sri Lanka within a
broader perspective, painting
the "Bigger Picture" of Shell -
featuring its worldwide
standing and diverse
activities beyond gas supply,
Strategic Alliance PR
and the various marketplace
anomalies.
From our TV programme
its pioneering work through
its solar panel "Renewables"
programme for deep rural
electrification, and its
"Livewire" young
entrepreneur development
programme. A specially
produced TV documentary
Studio audience raises questions
Panel provides answers
and Q&A series with a studio
audience and advertorials
were the main means of
communication.
At the same time, we directly
and aggressively addressed
the "gas prices" issue through
a variety of means ranging
from media articles, responses
to adverse news reports and
attacks, advertorials,
stakeholder conferences, and
the Q&A TV programme. We
also rallied and re-oriented
Shell's dealer network.
Shell's massive investments
Shell's rural electrification...
The Results
A MORI survey showed that
Shell's image has improved
significantly from its previous
low. Shell was seen to be
responsive and actively
protecting its reputation. It
was challenging unfair rulings
from authorities and courts. It
had built a group of informed
stakeholders. The attention to
the issue of gas prices was
being deflected away from
Shell alone to other players
Advertorials
Shell helps young entrepreneurs
...using renewable energy
from solar panels
Reputation Management
CORPORATE
IMAGE BUILDING
Case Study: Ceylon
Tobacco Company
The Challenge
CTC's image had suffered in
recent years due to a number
of factors, and top-of-mind
recall as a leading company
had declined from a previous
76% to 17%. The Company
was also under constant
attack by the anti-tobacco
lobby.
Our task was to establish
positive perceptions of CTC
among its target publics
(including government,
corporate leaders,
stakeholders and the general
public), by publicising a new
story that would enhance
CTC's image and underscore
the Company's and the
tobacco industry's overall
importance to the national
economy and CTC's
invaluable contribution to the
rural sector through
employment, lifestyle
upliftment and conservation.
The Strategy
An image-building campaign
using advertising and
editorial publicity was used to
increase community
awareness and reinforce CTC's
Strategic Alliance PR
position as a concerned
industry leader for the
upliftment of rural lifestyles
and conservation of the
environment. Activities
included interviews with CTC
management and employees,
tobacco farmers/barn owners
and retailers on the positive
impact of CTC in the
enhancement of rural and
community lifestyles.
The Results
The campaign was
researched on conveyance of
the messages and changes in
perceptions of the Company
against a pre-campaign
benchmark. The research
showed very significant
positive shifts in the
perception of the Company
and its contribution to the
country, and that the
campaign messages were
well understood and
believed.
Editorial publicity combined with
corporate advertising
Reputation Management
RECRUITMENT,
RETENTION &
PERCEPTION
CHANGE
Case Study: Joint
Apparel
Association
Forum(JAAF) and
Ministry of Trade &
Commerce
The Challenge
Counter negative impact on
Sri Lanka’s No. 1 export
industry due to withdrawal of
GSP +, resulting in job losses
and factory closures and
re-inforce confidence &
positive image of apparel
industry to retain and recruit
workers and counter existing
derogatory references to the
industry and its female
workers.
The Strategy
A strong stakeholder
engagement campaign with
districtwise factory visits
featuring TV stars as guest
speakers who engaged with
employees at group
discussions were arranged.
Institued an “Apparel Star”
talent search at factory level
where finalists performed in
regional mega shows for
peers, family & public in the
presence of VIPs & KOLs.
Roadshow with propaganda
team on village to village
recruitment drive.
Newsletter to share campaign
progress & human interest
profiles and editorial media
coverage in mainstream &
tabloids on industry,
campaign updates, human
interest stories, coverage of
talent search and roadshow
etc helped up the image.
The Results
High level of motivation &
enthusiasm among present
employees with enhanced
retention and new recruitment of over 3,000 within an
eight month period.
Strategic Alliance PR
Corporate Social Responsibility
SHOWCASING A
CSR FIRST
The Results
Case Study: Ceylon
Tobacco Company
by any company in Sri Lanka
and it was also the first one
The Challenge
Ceylon Tobacco Company,
acknowledging its position as
"a responsible company in a
controversial industry" has
taken several proactive steps
in responding to concerns
associated with smoking and
its promotion to consumers.
Equally, it has initiated
ongoing dialogues with all
stakeholders and taking note
of their views and concerns
has proceeded to address
these concerns through
policy decisions and
voluntary actions. Our
challenge was to showcase
these processes, policies and
actions through the
publication and launch of
their first ever Social Report.
The Strategy
As this was the first year BAT
was publishing such a report
in selected countries, the
challenge was to create a
comprehensive, credible and
impressive publication, with
limited guidelines and
previous experience. The
Agency worked tirelessly in
partnership with the client to
conceptualise, structure and
design the publication and
launch it.
Strategic Alliance PR
CTC's publication was the first
ever Social Report published
published among BAT
companies worldwide. This
brought high commendation
to CTC from BAT and the local
corporate sector. The Agency
continues to develop other
collateral literature, including
several publications and
videos, communicating the
Company's policies and
actions in the area of
corporate social
responsibility.
Materials developed for
CTC's CSR programme
Public Awareness
CHANGING
PERCEPTIONS
AND BUILDING
CREDIBILITY
Client: EPID Unit of
Ministry of Health
& UNICEF
Project:
National
Immunization
Campaign
2011
The Challenge
Though Sri Lanka had
achieved great success in
immunization in the past and
virtually wiped out many
dreaded diseases, a few
deaths of schoolgirls from
Rubella vaccination caused
negative publicity and eroded
the confidence of mother on
our national immunization
program. Equally, the absence
of reported cases of certain
diseases was beginning to
affect the compliance for
universal immunization. The
public awareness campaign
sought to re-establish the
importance of immunization
and ensure fullest compliance.
Strategic Alliance PR
The strategy and
Program
Creative theme “Let sleeping
demons sleep” drew insights
from traditional folklore and
rituals to advocate keeping
dreaded diseases at bay.
PR led national launch event
with participation of
government health care
officials, UNICEF, WHO and
schoolchildren Educational
workshops for Colombo
based and regional media
Interviews and features in the
print and electronic media TV
presenters encouraged to
develop documentaries on
the issue Essay competition
for school children on the
theme.
The Results
The extensive editorial media
engagement, both in
Colombo and in provinces, led
to placement of positive and
progressive news on National
Immunization which led to a
revival of trust among parents
on the programme.
Editorial Media
Advertising
Public Awareness
Client: Reckitt Benckiser
Project: Dengue Awareness Campaign
In association with : Ministry of Health
The Challenge
To create public awareness on the danger from Dengue and
move the general public to action in recognizing the places
where the dengue mosquito breeds and taking action to clean
up their environments to avoid infection.
The Programme
The campaign elements included:
! A Launch Media Conference & ongoing Publicity
! TV Docu-Drama specially produced to convey the
message in a format where attention and acceptance
would be greatest
! Press Advertorials
! Radio Informercials
! Posters
! Educational Leaflets
! Health Worker Briefings
! Schools Awareness Campaign
Strategic Alliance PR
Advocacy
Strategic Alliance PR
COMBATING
SMUGGLED &
ILLICIT
CIGARETTES AND
HIGH TAXATION
The Results
Case Study: Ceylon
Tobacco Company
been greatly instrumental in
The Challenge
The Ceylon Tobacco
Company, a key contributor
to government revenue, was
facing an increasingly difficult
problem of marketing their
product against smuggled
cigarettes.
Our task, was to use CTC's
annual corporate and
financial presentation and
several other opportunities to
highlight the high incidence
of cigarette smuggling into
the country, and lobby against
the frequent increases in
excise duty that led to further
increases in smuggling,
showing the detrimental
effect this was having on their
business and their revenue
contribution to the national
economy.
The Strategy
Over two years, the Rowland
PR team, together with the
Client, conducted persistent
lobbying. We conducted a
multi-pronged media
campaign, which included
media conferences and
interviews over the electronic
and print media, to highlight
the effect of the problem in
undermining CTC's
contribution to the economy.
The campaign garnered
extensive publicity on the
electronic and print media
and delivered unprecedented
media support. The company
confirms that this exercise has
assisting with its negotiations
with government authorities
on this issue. In the 1996
budget proposals, the
Government took action to
announce legislation to effect
significantly harsher penalties
on cigarette smugglers.
Follow Up
The Agency continues to
work with CTC to produce
strategies and materials to
highlight the new threat from
illegally manufactured
cigarettes.
Constant media pressure and direct
communications to decisionmakers constituted the
advocacy effort
Advocacy
Strategic Alliance PR
ANTI-DUMPING
ADVOCACY
Case Study: Textile
& Yarn
Manufacturers of
Sri Lanka
The Challenge
The 'dumping' of yarn from
overseas was jeopardising the
domestic spinning industry,
threatening the closure of six
of the local spinning
operations and the
consequent retrenchment of
some 6,000 employees in this
sector.
Our task was to lobby with
government officials and
decision-makers on behalf of
the textile and yarn
manufacturers against this
dumping, and obtain relief for
the local industry.
The Strategy
Our strategy was to highlight
the problem of 'dumping'
through a media programme
to direct government
attention to this issue. We
arranged a comprehensive
media briefing for journalists
and followed up to ensure
wide coverage of the issue in
the local press.
The Results
The high media visibility
generated built community
support and resulted in
discussions with government
decision-makers on the issue
of protecting the local
spinning industry, which
averted a crisis situation.
Media pressure was used to
advocate the cause of the local
textile & yarn industry
Stakeholder Engagement
Strategic Alliance PR
STAKEHOLDER ENGAGEMENT AND
MANAGING INFORMATION AND
PERCEPTIONS IN THE POST-TSUNAMI
RECONSTRUCTION
Media Conference
Case Study:Task Force for Rebuilding
the Nation (TAFREN)
The Challenge
The task was to keep all local
& foreign stakeholders
including the media regularly
informed and updated on
progress in all activities and
sector of the post-tsunami
reconstruction, while
clarifying the role of TAFREN
as a facilitator and the role of
the line ministries and donors
in the implementation of the
reconstruction activities and
remedying any misinformation. The task was also
to engage directly with the
tsunami victims, donors &
implementing organizations
in establishing two-way
communications for
executing TAFREN's facilitator
role.
The Programme
The programme of activities
included regular media
conferences with local and
foreign media to provide
progress updates and
respond to questions. Media
relations also involved
arranging interviews with
foreign media to get the story
across overseas and
responding to any
misreporting. Regular updates
were also provided in a
variety of other ways using a
revamped website,
newsletter, advertorials,
hoardings and TV
programmes. A trilingual
Helpline, with FAQ trained
personnel and a channel to
refer specific matters to
TAFREN HQ, was established
to respond to the queries and
complaints of the tsunami
victims and others who
needed assistance in
Local and foreign media have
responded positively to the
various media opportunities
provided. The Helpline too has
helped to sort out matters for
many tsunami-victims seeking
to rebuild their homes and
livelihoods. The programme is
still new and ongoing.
HelpLine
obtaining information in the
reconstruction process.
Website
A Media Monitoring service
was established to monitor
daily press reporting and
assess the changes in the
information flows with the
impact of our activities.
Stakeholder forums are also
being implemented to
maintain two-way
communications with donors
and others and enhance the
facilitation and consultation
process.
The Results
Media reporting has
increasingly changed from
negative reports to more
balanced and informative
Newsletter
ones with the media
accessing and using our
website and various
information inputs in their
reporting. The website has
recorded an enhanced level
of around 4,000 hits per day.
TV Interview
Launch Events
LAUNCH OF A
NEW BRAND
Case Study:
Benson & Hedges
The Challenge
The Ceylon Tobacco Company
has been battling the
problem of smuggled
("transit") brands of cigarettes
available on the local market.
As the legitimate distributor
of Benson & Hedges Special
Filter and Lights, CTC
imported Benson & Hedges in
order to legitimately make
the brand available and
capture the market segment
held by smuggled cigarettes.
The agency's task was to
create hype and awareness
around the brand launch and
to introduce its international
"TURN TO GOLD" theme and
elements of the brand world
of Benson & Hedges.
The Strategy
A series of launch events was
designed around the "Turn to
Gold" theme which
communicated the Benson &
Hedges brand world to the
company's distributors,
invitees and top-end YAUS
audience. The events
included a multimedia launch
event to introduce the brand
world, fully branded club
promotions and Indian
models flown in especially for
the event acting as "The B&H
Golden Girls", who were
splashed in full colour spreads
across all weekend
newspapers in a great photo
opportunity.
The Results
High media visibility across all
major publications.
Established of CTC's market
standing as the legal importer
of Benson & Hedges
cigarettes.
Strategic Alliance PR
Music and the "B&H Golden
Girls" convey the brand world at
launch and dominate the press
with photo-spreads
Launch Events
LAUNCH OF A
NEW TELECOM
COMPANY
Case Study: Suntel
The Challenge
Telia AB, a Swedish
telecommunications
company, which recently
commenced operations in Sri
Lanka, as Suntel (Pvt) Ltd. was
one of two foreign companies
to whom a licence was
awarded to operate private
telecom services in Sri Lanka.
Our task was to communicate
the service launch and to
inform the public of the
technological expertise and
service that Suntel would
provide. We were also
assigned to create a unique
event that conveyed the
foreign partnership and the
brand promise.
The Strategy
A launch media conference
was combined with a launch
event, which used the theme
of East-West fusion conveyed
in music and dance to signify
the partnership between
Telia's Swedish technological
expertise and Sri Lankan
talent. Sri Lankan dancers
performed to fusion music
featuring live eastern and
western instruments, with
performances by Swedish
Strategic Alliance PR
Sri Lankan fusion underscores branding
children and a famous
Swedish harp player. A
inaugural phone call between
the Ministers of both
countries was the culminating
act.
The Results
Broad-based publicity with
coverage across major
publications and the
"Santa Lucia" brings Sweden to Sri Lanka
electronic media was
achieved, with Suntel
positioned as a clear frontrunner against competition.
The inspired launch
presentation created an
image of class for the brand
among the company's
distinguished invitees and the
media.
Telecom Minister takes first call to Swedish counterpart
Internal Communications
DRIVING TEAM
Case Study: United
Motors
The Challenge
The advent of a new CEO,
Concepts of the "men behind
the machines" and the
"Driving Team" were shared.
The new logo and the
corporate anthem "Your
Driving Team" were first
launched internally.
head-hunted to rejuvenate
the Company and deliver an
enhanced performance,
resulted in the Agency
becoming an active partner in
structuring the Company's
internal and external
communications. The
Company, which had
erstwhile been a governmentowned business, still had
residual public sector
attitudes to doing business.
The challenge was to instil
greater customer orientation
among sales and service staff.
The Strategy &
Programme
To mark a new vision, a new
more modern and dynamic
corporate identity was
developed by the Agency
complete with a guidelines
manual that helped
consistent livery across
all materials and facilities.
Preparatory workshops were
conducted with Agency
presentations on creating the
United Motors "brand
experience" where the
importance of the people and
service aspects of
selling cars was highlighted.
The external logo launch was
followed by two corporate
print campaigns titled "Men
behind the machines" and
"100% satisfaction" aimed at
instilling pride and service
orientation among the
workforce while conveying
the corporate promise to
customers.
The Results
The company has gone on to
generate tremendous sales
growth and achieve an
unprecedented market share
in the brand-new cars
segment. It has given the
company the impetus to
introduce a wider range of
vehicles and open a huge
new showroom and
modernized service facility.
Strategic Alliance PR
From the "Driving Team" and
" Men behind the Machines"
pride campaign
Internal Communications
MOBILISING THE
BANK'S PEOPLE
Case Study:
People's Bank
The Challenge
People's Bank was being
restructured and re-oriented
towards greater effectiveness
and viability under a
government directive for this
state-owned bank. The
challenge was to share and
implement the new "3-year
Strategic Plan" that had been
drawn up, by
re-orienting and mobilizing
employees in over 550
branches & outlets. The real
challenge was to bring an
enhanced customer
orientation among the staff of
this public sector giant to
ensure effective realization
of the Plan.
arranged by the Agency in
collaboration with the Bank's
staff. A special issue of the
wherewithal for
communicating at the
branch level.
The implementation
coincided with the re-launch
of the Bank's annual deposit
mobilization drive and its
fortieth anniversary. Hence,
Training and orientation
materials
we used these as "drive
events" for greater staff
motivation and involvement.
While using new retail decor
and brochures at the
branches, Agency organized
the "Jaya Sri" street promo
going from region-to-region
where the branch staff joined
the colourful procession of
than waiting for them to
with top management,
developed an orientation
video and an accompanying
come to the bank", giving
new meaning to the "people
event, which was also
Newsletter
branch managers the
The Agency, after discussions
materials were presented first
to the branch and regional
managers at a de-briefing
regional events.
using the house organ more
effectively for
communication, giving
drummers, dancers, "sesath"
banner bearers and a float,
"going to the people, rather
Plan and its new directions
and imperatives for the Bank
and its staff at all levels. The
and the branches added their
own innovations to the
Bank's newsletter was also
developed by the Agency
The Strategy &
Programme
training guide for branch
managers, showing them how
to communicate the Strategic
Strategic Alliance PR
orientation" of the People's
Bank.
The Results
The branch briefings and
orientations were
methodically and successfully
carried out by the branch
managers. A high level of
enthusiasm was generated
Campaigns that mobilized
the Bank's People
Crisis Management
KATUNAYAKE
AIRPORT ATTACK
RECOVERY
Case Study: Sri
Lanka Tourism
The Challenge
Just two months prior to
9/11/2001, Sri Lanka
witnessed a devastating
terrorist attack of its
international airport by the
LTTE, which destroyed several
SriLankan Airlines aircraft and
put its tourism industry into a
tailspin. The attack of the
country's main external
gateway had the potential of
causing severe and long-term
damage to the country's
image and its tourist industry.
We offered our
pro bono assistance to the Sri
Lanka Tourist Board in their
damage control and recovery
efforts in the aftermath of the
attack.
The Strategy &
Programme
In addition to offering the
services of our staff at the Sri
Lanka Tourist Board's
information centre, Agency
made suggestions for
tracking and conveying a fast
recovery and for getting the
support of opinion leaders in
providing perspective and
reassurance.
Accordingly, the Agency
worked with the state
television to capture the
recovery process and edited
this into a video of the fast
recovery titled "7 days in
Colombo."
The Agency, which had been
handling the Asian Netball
Championships being held at
that time in Colombo, worked
with the Sri Lanka Tourist
Board to have the Asian
Netball Teams and the New
Zealand and Indian cricket
teams also playing in Sri
Lanka at that time continue
their tours and actively help
in the maintenance of a
undeterred, realistic and
supportive perspective of the
situation.
The video featured the
progress of the recovery
process in the first 7 days and
conveyed a realistic and
reassuring picture of the
ground situation. It showed
the resumption of flights in a
matter of days, interviews
with airline pilots and visitors
to Sri Lanka on their feelings
about coming to Sri Lanka
and safety, the continuation
of the sporting events in Sri
Lanka during this time,
supportive statements from
the teams and managers, and
also a celebration event
organised for the sporting
teams leading to the
resumption of business-asusual.
Strategic Alliance PR
From our "7 days in Colombo" video
Crisis Management
COMBATING A
STRIKE
Accordingly, the Agency
called a media conference
Case Study: Ceylon
Biscuits
conveying the urgency of the
overnight, which also lent to
matter. The company adopted
The Challenge
an aggressive stance and an
"attack is the best form of
defence" strategy.
Our Client, Ceylon Biscuits,
was in a crisis situation when
Management used the
conference to condemn the
their factory workers, incited
by a politically affiliated trade
unjustified and illegal union
activity as being detrimental
union, struck work in the
to the company, country and
employees, many of whom
middle of their peak season
for local sales and exports.
Though the company was
already offering workers a
generous four-month bonus,
the workers were being
goaded to demand for more
and adversely affect
production unless the
demands were granted. In the
preceding months, several
other companies too had
suffered similar strikes. The
company decided that they
would not be held to ransom
and wished to expose the
unjust demands they were
facing and the detriment to
their and the country's export
business.
The Strategy &
Programme
The company had sought to
take a common stand with
the other companies affected,
but as cooperation was taking
time, the Company and
Agency concurred that, with
no time to be lost, they will go
it alone to draw public and
government attention to
their case.
wished to return to work but
were being threatened and
held back by the trade union.
The company urged the
government to intervene and
threatened to close the
factory and take their
operations overseas unless a
more reasonable union
response prevailed.
The Results
The media highlighted and
editorialized the case as a
national issue, which got the
Labour Commissioner
involved and pressurized the
unions to come to a
settlement. Within a very
short time, the strike ended
and production was back in
swing to meet pending
export orders and local New
Year sales. The Company also
earned a positive reputation
in the corporate sector for its
bold stance.
Strategic Alliance PR
An aggressive stance
conveyed through the media
brought an end to
a crippling strike
Issues & Change Management
Strategic Alliance PR
EFFECTING WORKER REASSURANCE
AND ACCURATE PUBLIC INFORMATION
IN A PRIVATIZATION PROJECT
Case Study:
Steel Corporation Privatization for the
Public Enterprises Reform Commission
The Challenge
Advertorials
backgrounders were used to
The Ceylon Steel Corporation
minimise sensationalist news
Limited (CSCL) was to be
coverage. Various
privatized amidst an
communication tools such as
atmosphere of controversy
press articles, interviews in the
regarding the transfer of large
press and electronic media,
public bodies to private
question and answer and
ownership. The controversy
phone-in programmes on TV
had already given rise to
and radio, and press
politicization and
advertorials were used to
manifestations detrimental to
address the issues and
foreign investment and had
reassure workers. These
the potential of undermining
complemented direct
the government's programme
communication material such
of privatization, creating
as a question & answer
politically adverse fallout.
brochure and corporate video
Media coverage
of the foreign buyer dubbed in
Our task was to help ensure
the vernacular to give workers
that information to the media
a clearer perspective about
and the public was effectively
their future employer and
managed together with
prospects.
worker reassurance so that the
divestiture of CSCL takes place
The Results
with the minimum of labour
Despite inevitable unrest
unrest.
incited by trade union and
Q&A programme
political factions, the
The Strategy
conveyance of accurate and
The campaign was an exercise
reassuring information helped
in issues and change
to minimise the negative
management and media
fallout and controversy by
relations aimed at
building up a
communicating positive and
pro-privatization coverage,
accurate information to
showing the workers the
various groups which included
benefits to them and paving
CSCL workers, trade unions,
the way for the smoother
opinion leaders, the media
implementation of the
and the general public. A
government's privatization
media conference with a
programme.
comprehensive press kit and
Leaflet to employees
TV documentary
Issues & Change Management
CHANGE MANAGEMENT AND
EFFECTING WORKER REASSURANCE
AND PUBLIC INFORMATION FOR
POSTAL REFORMS
Case Study: Postal Department
Corporatization for the Public
Enterprises Reform Commission
Department, to meet
investment and
modernization needs, was
met with trade union
resistance and employee
uncertainty and concern, with
further fuelling by the
government-critical media.
The ongoing process of
negotiations broke down and
trade union resistance led to a
national strike. The challenge
for Rowland was to provide
best available and accurate
ongoing information to
workers and the general
public, to move consumers
and workers from indifference
and resistance to
better to look forward to and
The advertising campaign
effectively move them from
apathy and acceptance of the
status quo to positive
support. For the workers too,
made a tremendous impact
the "vision" strategy aimed to
show a better working
environment and more
opportunities in the future. A
high-appeal advertising
campaign was used, on TV
and press, together with
posters, editorial coverage,
documentaries and media
interviews, including a
phone-in live interview on TV.
Regular newsletters were
used to keep the postal
workers in the know and to
answer their questions. A
press kit was produced for
understanding and support,
and also to open channels of
media conferences and
information. New elements of
communication that would
circumvent the distortions of
the trade unions, so that
corporate identity, such as the
new logo, livery and uniforms,
change process could be
managed effectively with
eventual acceptance.
were developed and revealed,
to present a more modern,
forward-looking image. An
innovative telephone hotline
The Strategy
service was developed by
Rowland Telemarketing to
The campaign was an exercise
in change and issues
management. The strategies
adopted were to project a
'vision' for the proposed new
Postal Corporation, that
would give the general public
and consumers something
Editorial coverage, a press and TV ad
campaign, posters, periodic newsletters, a
Hotline to answer employee queries,
a TV documentary and Q&A programme
were among the communications vehicles
used
The Results
The Challenge
The Government's proposal
to corporatize the Postal
Strategic Alliance PR
establish a direct
communication channel for
employees to obtain answers
to their questions without
going through the trade
unions.
and received numerous
mentions in the media and in
letters to the editor. (The
unions even copied the ad
campaign to do a retaliatory
poster campaign!) The hotline
was a great success and
several inquiries and worker
questions were given
immediate and informed
responses. There is now a
greater sense of acceptance of
the change, and legislation
has been introduced to
parliament.
Issues Management
SRI LANKA AS A SAFE DESTINATION
Case Study: SriLankan Airlines
The Challenge:
With the war in the North and
East of Sri Lanka taking a turn
for the worse following the
Elephant Pass debacle tourist
arrivals and SriLankan
Airlines' traffic showed a
sharp and continuing decline.
The perception overseas,
when war fallout was
highlighted in the
international media, was that
the whole country was a war
zone and that travel to Sri
Lanka was unsafe. This was
despite the reality that, at that
time, the fighting was limited
only to the North & East and
most other places were safe
for tourists to travel.
Strategy &
Programme
On the premise that third
party testimonials were the
most credible form of PR, the
Agency conceptualised and
produced a video titled "Sri
Lanka through foreign eyes"
featuring nearly 70 foreigners
from over 30 nationalities including visiting cricketers,
celebrities and VIPs, foreign
journalists, western
expatriates living & working
in Sri Lanka, tourists, NGO
workers. The captured their
reassuring testimony which
was distributed for
overseas use.
Strategic Alliance PR
PR & Event Management
Strategic Alliance PR
PR PROGRAMME FOR HERITAGE HOTEL
Case Study: Mount Lavinia Hotel Bi-Centennial (2006)
The Challenge
BatesAsia Strategic Alliance
!
was selected as the
Advertising & PR Agency for
MLH's Bi-Centennial
Celebrations programme.
photographers
!
!
PR & Promotional
Programme
Well thought out events in
keeping with the brand world
of history, romance and
nostalgic style were held
through the year backed by
the development of an
advertising style to reflect this
positioning. Collateral &
promotional material,
advertising, events and PR
activity were among the work
developed and executed by
the Agency.
Special celebratory events
through the bi-centennial
included:
!
Unveiling of the new logo
!
An internal launch and
long-service awards for
staff
!
!
A national launch at Aluth
Avurudhu with 200 helium
carrying vouchers worth 1
million rupees
A retrospective journey on
the "Viceroy Special" and
the enactment of Lavinia &
the Gypsy Dancers
entertaining the Governor
& guests
"Capture the Sunset"
invitation to
An invitation to write one's
"Memoirs of Mount"
Special F&B items such as
"Dancing Lavinia" cocktail
based on the legendary
!
beauty
An amateur & professional
photography contest to
capture the hotel in one's
personal style
PR & Event Management
Strategic Alliance PR
PR MANAGEMENT FOR AIRLINE UNDER TRANSITION
Case Study: SriLankan Airlines
The Challenge
BatesAsia Strategic Alliance
was selected as the BTL & PR
Agency for SriLankan Airlines
at the start of the transition to
!
management by Emirates.
!
Strategy &
Programme
The Agency carried out
numerous activities ranging
from:
! Regular news releases on
untold positive stories to
overbalance the negative
press on the Airline's
inevitable punctuality
issues
!
!
!
Motivational events for
staff & families
PR activities for destination
launches
Events - such as the
inaugural SriLankan Golf
Tournament and an
innovative, award-winning
website for this
!
Advocacy on "Sri Lanka as
a safe destination", at a
decisive time during the
on-going war when traffic
and tourism was affected,
through the development
of a unique video to give a
perspective "through
foreign eyes" of 30
nationalities
Development of collateral
material on SriLankan
Holidays and Special
Interests
Revamping of the
"Monara" which has now
become highly valued
internal communication
vehicle