Bangkok Airways: Flying high at the right altitude

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Bangkok Airways Co Ltd
Agency: Ogilvy & Mather Thailand
Brand: Bangkok Airways
Campaign duration: June 2009-November 2009
Country: Thailand
Media budget (USD): $1m-$3m
Channels used: Cinema, events, internet display, internet microsites, Magazines (consumers), magazines (trade), newspapers (national), newspapers (local), online video, out of home (all forms), public relations, social media, sponsorship (event or property), television (broadcast), television (local)

EXECUTIVE SUMMARY