The Sunday Leader

Shree FM Badu Malla Wins AIB Award for Most Creative Marketing Strategy

Shree FM Badu Malla won the award for the Most Creative Marketing Strategy at the Association for International Broadcasting International Media Excellence Awards (AIBs). E.A.P. Edirisinghe Group of Companies Chairperson Dr. Soma Edirisinghe presented the award to President Mahinda Rajapaksa at Temple Trees. EAP Group Managing Director Jeewaka Edirisinghe (left) and Colombo Communications Executive Director Ryan Honter (right) were also present during the event.

Colombo, Sri Lanka, 25 November 2010 – Shree FM won the Most Creative Marketing Strategy for Shree FM Badu Malla garnering a unanimous vote from an international panel of judges at the recently concluded AIBs in London, United Kingdom.
The AIBs — International Media Excellence Awards, an internationally renowned event held annually, is organised by the Association for International Broadcasting (AIB). The award celebrates creativity and factual programming across several broadcast platforms including TV and radio, and also recognises innovation in technology and marketing.

Shree FM took home the award for the Most Creative Marketing Strategy for Shree FM Badu Malla at this year’s awards ceremony held at LSO St. Luke’s in London. In this category, the judges were looking for cost-effective, creative and innovative marketing campaigns that broadcasters from around the world can harness in their marketing strategies.

Colombo Communications Executive Director Ryan Honter (center) and Senior Director Marketing Tarene Fernando (left) at the 2010 AIBs in London, UK, receiving the award for the Most Creative Marketing Strategy. Also pictured, Vanessa Mock (right), EU Correspondent of Radio Netherlands Worldwide, the host of the event.

The panel was impressed with the Shree FM’s Badu Malla entry which is an on-air and on­site promotion of Shree FM. For this campaign, Shree FM rewarded its listeners with Rs. 5000. The station purchased goods worth Rs. 5000 from retail stores tuned in to Shree FM. These goods were then given to households who are also tuned in to the station. In order to identify its listeners, Shree FM asked them to put “I listen to Shree FM” signboards outside their homes and retail shops.

There were 16 award categories at the AIBs this year. The winners were handpicked from nearly 200 shortlisted entries from the five major continents by an international judging panel consisting of highly experienced media professionals. Colombo Communications Ltd. Executive Director Ryan Honter and Senior Director Marketing Tarene Fernando were present during the event which was attended by a number of renowned journalists, producers and senior executives from major broadcast networks.

“It was a remarkable experience to be a part of such highly esteemed event,” Honter said. “And while it was an honour to be nominated, winning the award for the Most Creative Marketing Strategy was overwhelming.” Other award recipients include the BBC HARDtalk Host Stephen Sackur (International Personality of the Year – TV) and Sony’s 3D technology (Most Innovative Technology, Al Jazeera (Clearest Coverage of a Single News Event), and BBC World Service (Best Current Affairs Documentary – Radio) among many others.

“This is a colossal achievement for our organisation but more important, a huge honour that has once again put Sri Lanka on the map,” Honter continued. EAP Edirisinghe Group of Companies Chairperson Dr. Soma Edirisinghe presented the award to President Mahinda Rajapaksa at Temple Trees on  November 24. EAP Group Managing Director Jeewaka Edirisinghe and Ryan Honter were also present during the award presentation.

This is the second time that Shree FM won an international award this year; the station is also the recipient of the 2010 National Association of Broadcasters’ International Broadcasting Excellence Award.

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