Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? RHC was retained by Tourism Authority of Thailand (TAT) to handle all PR efforts for the country for the North America market starting in January of 2021. Thailand remained closed to travelers for the majority of the 2021. In July, Thailand launched a phased reopening plan - first opening the destination of Phuket following an island-wide vaccination campaign. Year over year, Thailand is the most visited and popular country. In 2020, over 38 million people visited the country and tourism is a main economic driver. Therefore, RHC had a tremendously important role to help the country's tourism sector get back on its feet. Our goals were multifaceted. We were tasked with educating media and consumers about how to access the country as Thailand worked tirelessly to reopen. We were challenged to garner awareness for the country's unique approach to initiating the concept of sandbox programs -- highly concentrating vaccination efforts and resources on one specific area of the country to fully enable one region to open safely. Our goal was also to ensure that some of the first Americans to set foot in Thailand following an 18 month closure were top tier travel media (T+L, Fodor's, CNN, and more). We wanted to highlight the positive news stories, the Thai people, the charm and creativity and untouched nature that was able to flourish as a result of limited foot traffic. Thailand was recognized globally as a leader for low covid rates at the beginning of the pandemic and it was equally important to underscore this messaging. There were so many new stories to tell about the new Thailand. But we had to work around the clock - often NY and Bangkok hours - to stay ahead of pandemic concerns among the US media here.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)We established Thailand and TAT as leaders in the travel industry, thinking creatively and adapting quickly to reopen safely and work to get the tourism economy back on its feet. Through creative cultural programming (monk meditations), press trips, influencer trips, compelling story telling, virtual events live-streamed from Thailand, a hotel bonds program to allow guests to pre-purchase stays at Thai hotels (and get hotels cash now when they need it most) and more, we were able to infuse the destination's perception with positivity, happiness, and an adoration for hospitality that is intrinsic to Thai culture. Bit by bit, we brought a little piece of Thailand to North America to whet the appetites of travelers and foster a connection with key players in the Thai tourism industry that will outlast the pandemic. The Phuket Sandbox program recorded a total of 60,649 visitors from July – October, 2021, with the top five markets being the USA, Israel, UK, Germany, and France. The sandbox model of reopening has become a model to other countries around the world. More than 25 billion impressions generated on behalf of TAT; estimated ad value is 1.9 million from articles placed by RHC.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?RHC's budget was limited to our monthly retainer (<10k / month). Airlift and hotel accommodation were arranged comped through Qatar and partner hotels for press trips. TAT had a budget for on-the-ground hosting within Thailand for group trips).

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleIt's Time for Thailand

DivisionRecovery Marketing - Recovery Marketing

CategoryRecovery Marketing