Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Since 2020, RHC has spearheaded the Tourism Authority of Thailand's (TAT) integrated communications strategies, encompassing market research surveys, media audits, influencer trips, creative collaborations, and more. In 2022 and 2023, we were tasked with the goal of actively supporting TAT's regenerative tourism initiatives and celebrating Thailand's generational agricultural heritage.
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)
Our results ranged from hosting media to explore Hill Tribe culture to securing extensive print features on family-owned farmland in Bangkok. Our expertise allowed us to research and position a destination's sustainable and eco-friendly facets, underscoring the comprehensiveness and impact of our work with TAT. Our most sweeping success was telling the story of Bangkok's emerging creative class in AFAR Magazine's Winter 2023 print issue - the Places Issue - and online in multiple resulting stories. Bangkok was chosen as one of the 12 top destinations to visit for 2023. Message pull-through was aligned with the pillars that TAT most wanted to promote as AFAR caters to: Travel Enthusiasts: Those seeking authentic and transformative experiences. Adventure Seekers: Interested in outdoor and off-the-beaten-path exploration. Cultural Explorers: Curious about local traditions and cuisines. Luxury Travelers: Those desiring upscale experiences. Millennials and Gen X Travelers: Especially drawn to experiential travel. Sustainable Travel Advocates: Emphasizing ethical and eco-friendly practices. 500,000+ readers were reached by the placement; an advertising equivalent of $200,000.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The AFAR placement had a seismic and wholly unforeseen impact. Bangkok's prominent feature as a must-visit destination caught the attention of media giants like HBO, Warner Brothers, and Bravo, resulting in collaborations on projects such as White Lotus, The Bachelor, Real Housewives, and beyond. Our responsibilities expanded to encompass contract negotiations, forging airline partnerships, coordinating with local production teams, and meticulously orchestrating launch campaigns across all phases of production – a testament to Bangkok's newfound prominence in 2023. Additionally, the team at Occulus (NY's downtown attraction took note). TAT was invited to be the first tourism board to ever host an event, a big NYC summer block party with local NY Thai vendors, at the Oculus in June 2023. This was followed by a private media party in Brooklyn to announce Thailand will be the location of the next season of the famed White Lotus series, with coverage of the announcement resulting in over 5 billion impressions. Thailand was even named on TIME Magazine's annual list of The World's Greatest places.
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Entry Title
Just When You Thought You Knew Bangkok, Thailand’s Most Visited City Changes
Public Relations/Communications - Feature Placement Online or Print - Consumer Magazine or Newspaper
Public Relations/Communications
Entry Award: