Thai Airways, the national airline of Thailand, has an impressive and enduring reputation at home and abroad. Since 2007, THAI has held an annual promotion event called Rak Khun Tao Fah (RKTF), roughly translated as 'Love you as much as the sky'. Starting in 2010, Pico has helped drive the event through promotion, sales and entertainment activation services. The event has grown in scope through the years, with sales volumes of 70 million Baht in 2010 growing to 140 million Baht in 2015.
This year, we provided holistic conceptual, creative and strategic planning services for the event, including pre- and post-event services. These included a pre-event activation plan for event communications, involving online content and distribution, radio spots, a channel amplification proposal and the development and production of a Rak Khun Tao Fah Magazine. For the event itself, we provided design, production, activities, event management and lucky draw management; and post-event services centred around generating content to keep the messages amplified for at least 30 days after the show. By working closely with the client and going above and beyond with our deliverables, we helped THAI lift this event to new heights.