Agency: Bastion Effect

Launching SriLankan Airline’s Melbourne to Colombo route through showcasing the destination.


SriLankan Airlines wanted to capitalise on the growing desire among Australian tourists to visit Sri Lanka by launching its new direct flight between Melbourne and Colombo. We had to drive awareness of the route to help make the beautiful island the new ‘Asian’ destination of choice.


To drive awareness and understanding of the airlines service offering, we invited six top-tier travel journalists and bloggers on a six-day famil to Sri Lanka, allowing them to experience the convenience of SriLankan Airlines direct Melbourne to Colombo flight and the high-quality Sri Lankan service the airline is renowned for.

The itinerary took media on an unforgettable experience exploring the Dutch-colonial town of Galle,  spectacular national parks on safari with elephants and the culturally-rich Sri Lankan cuisine.

The result was more than 30 pieces of coverage and the profiling of Sri Lanka as a must-visit destination. SriLankan Airlines’ Melbourne-Colombo route is performing strongly, with the airline enjoying a positive reputation as the go-to for those planning a Sri Lankan adventure.