SriLankan rolls out Rs.124mn mega marketing effort for ‘Raid Amazones 2022’

Tourism Minister Prasanna Ranatunga addressing the media on the 20th  edition of Raid Amazones being held in Sri Lanka. Also present (second from left)  SriLankan Airlines Chairman Ashok Pathirage, Tourism Ministry Secretary S. Hettiarachchi, and  ZBO Chairman Alexandre Dabanne 
- Pic by Pradeep Pathirena

National carrier SriLankan Airlines has rolled out its biggest marketing effort yet by sponsoring the world’s biggest female adventure challenge ‘Raid Amazones’.

Coming in as the official airline partner, the sponsorship of SriLankan Airlines amounts to EUR 500,000 which is about Rs.124 million.

Officials of the airline said this is the first time a marketing campaign has received such a scale of funding.
“This collaboration is one of many that we have planned to portray Sri Lanka as a multifaceted travel destination to the world as international travel shows signs of becoming accessible again,” said SriLankan Airlines Chairman Ashok Pathirage commenting on the mega marketing effort.

At the event that was hosted to officially announce the contribution of SriLankan Airlines to the international competition, SriLankan Airlines said it believes that sponsoring and hosting global events of this scale would spur on tourism and encourage discerning global travelers to visit the island.

“Raid Amazones 2022 is likely to boost inbound tourist arrivals from France and Europe to Sri Lanka and Sri Lanka’s image as an ideal destination for adventure sports in these markets,” SriLankan Airlines said in its press statement. 

The event is expected to attract a vast global audience through international mainstream and social media coverage, paving the way for a considerable amount of visibility for Sri Lanka in markets beyond Europe, the airline added.

Raid Amazones is a popular annual adventure trail originating from France which features French female athletes who compete for their way through a range of challenges such as orienteering, mountain biking, canoeing, riding, running, and archery, typically against the backdrop of an exotic tourist destination. 

The 20th edition of the competition pays homage to Sri Lanka and its iconic Sigiriya rock fortress, the surrounding areas of which will play a backdrop to the event.

Over 550 participants are expected to compete this year in teams of two or three members and in two stages.
The first leg will take place from 13 - 23, March 2022, and the second leg is scheduled from 27 March — 6 April 2022. 

Altogether, over 600 people are expected to attend the challenge including the participants, officials, and representatives of global media organizations that will be covering the event.
SriLankan Airlines also adorned an aircraft with customized livery highlighting Sigirya, the thematic icon of this year’s edition. Many of the foreign attendees of the event including athletes and officials are scheduled to fly from Paris to Sri Lanka on the themed aircraft. 

The aircraft will then continue to operate to other online destinations of the airline, thus promoting Sri Lanka as an adventure destination to a wider global audience in the months ahead.