Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
RHC was challenged with establishing Thailand as Asia's leading destination for US travelers. The agency was tasked with cementing Thailand's reputation as the world's foremost Asia travel destination - and an innovative tourism authority laying the groundwork for the successful reopening of the region. The first story we told about Thailand had to be a positive one that positioned the country as safe, accessible, and uncomplicated to navigate as a tourist. The agency's challenge has always been educating American consumers about how easy it to access the country in spite of mixed messages and waning consumer demand to travel during the pandemic. With this coverage, RHC firmly helped to establish Thailand as the creative, thoughtful and safe destination that it is today - very early on in the pandemic.
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)
The article alone generated 3,460,435 impressions with follow up coverage resulting in 100m+ pieces of coverage. We facilitated a number of press trips to Thailand to ensure that the first visitors to the country were media who would cover the destination favorably from a journalism perspective. We also hosted a social media influencer trip to experience the Phuket Sandbox, generating new visual content after the destination had been closed for over a year. Travel agents reported an uptick in bookings in the 3 month period following the run date of the CNN article and demand to the country has vastly improved. Thailand continues to be lauded as one of the foremost examples of rolling out a successful reopening campaign --countries around the world took note.
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?
There was no budget associated with securing this placement. The ROI has been immeasurable with Thailand positioned as the leading destination within Asia for spearheading a series of difficult to navigate reopening campaigns.
Entry Title
Thailand Sets a Precedent in Southeast Asia
Division
Public Relations/Communications - FEATURE PLACEMENT ONLINE - Consumer Media
Category
Public Relations/Communications