The Open to the New Shades PR campaign was borne out of the need of TAT and PAGEONE to raise appreciation and understanding for Thailand among Filipinos. Considering their behaviors, the campaign utilized tools that enabled the development of narratives that led sharing of experiences. Through the campaign, publics raised their preference for Thailand to 76% – from its baseline of 24%. This is partly due to the improved understanding on Thailand’s thrust for sustainable tourism that rose to 68% – from 21%, and LGBTQ tourism 79% – from 65%.
Viewership on the campaign’s online video campaign also showed promise with 450,488 combined views – surpassing its target of 300,000, while maintaining an impressive 71% audience retention. TAT and PAGEONE also generated PR values amounting to 97,300,675.30 with 283 published articles, which included brand narratives and feature stories.The campaign also made its way to publications based in Thailand.