Asia Fitness Conference 2018 celebrates 10th Anniversary

Fitness Innovations (Thailand) Ltd. (FIT®), the organizer of the Asia Fitness Conference (AFC), is hosting its “Asia Fitness Conference 2018 (AFC 2018)” with the strong multi-level PR support of Vivaldi Integrated Public Relations. The forum is expected to attract over 1,500 fitness professionals, enthusiasts, facility owners and managers, nutrition and other related professionals in the region to experience 3 days of cutting-edge education, networking and motivation. AFC, ‘Asia’s best fitness conference’, is to be held from 5-7 October 2018, at Bangkok International Trade and Exhibition Centre (BITEC), Bangkok.

 

Vivaldi set up a press conference which brought a plethora of media from lifestyle, fitness and sports publications and web sites. As 2018 will mark the 10th Anniversary of AFC (the largest and best regarded fitness conference in Asia), it is essential that strong publicity seeding activities were put in place in the lead-up to the October event.

 

Fitness Innovations is committed to raising the bar by improving standards in the Asian fitness industry. Given this year’s theme of “Fuel Your Passion: Know More, Achieve More”, the program delves into many aspects of fitness and from a number of angles. There will be over 60 internationally recognized presenters who will share and lead 196 sessions in addition to 15 pre- and post- conference sessions. It will offer full streams of education in sport conditioning, nutrition and weight management, personal training, Yoga, Pilates and Gyrokinesis, dance, injury prevention and rehabilitation, personal and business development and new equipment trends.

 

Media professionals wishing to attend the conference and enjoy the hospitality of the Vivaldi PR team can pre-register their interest by calling +662 650 9242.

 

AFC 2018 will host a number of competitions during the 3-day Conference, including the AFC Personal Trainer of the Year, AFC Fitness Idol 2018, CWL Olympic Lifting, IPF Power Lifting, IKFF Kettlebell and the AFC 2018 Fit Games. Participants will have a chance to challenge themselves against the best, “fast-track” their careers and win excellent prizes.

 

Asia Fitness Conference 2018 is supported by the Ministry of Tourism and Sports (SAT) and the Thailand Convention & Exhibition Bureau (TCEB). For registration and more information about the event, please visit www.asiafitconference.com, call +662 650 9242 or email:[email protected]

 

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DRUG-FREE POWERLIFTING ARRIVES IN THAILAND

Layne Norton, Doctor, Athlete and celebrity lifter joins fitness model Holly Baxter​ in Bangkok to lead IPF push to develop drug-free powerlifting community in Thailand

 

Two of the world’s leading powerlifting, fitness athletes and social media stars are leading a special showcase demonstrating the international sport of Powerlifting in Bangkok. Vivaldi Integrated Public Relations was chosen to design messaging for the newly created Thai Powerlifting Federation, and the PR firm provided high-level support for an inaugural lifting demonstration in Thailand, and inclusive of a press conference.

 

Layne Norton and Holly Baxter headlined a special program of fitness and nutrition coaching over April 28 and 29, followed by a VIP press day on April 30th. Fully endorsed and supported by International Powerlifting Federation (IPF), the program highlights the IPF’s commitment to developing the sport of drug-free competitive powerlifting globally, bringing this extraordinary show of strength, focus, balance and dedication to lifting to growing and increasingly enthusiastic weightlifting and fitness audiences in Thailand.

 

The lifting community in Thailand can at times be inclined to follow a certain previously established (or assumed) ‘template’ for what is possible in lifting; that is, that performance-enhancing drugs are necessary to achieve one’s best. Supported by the IPF, powerlifting is a sport that is 100% drug-free, and this is a key principal for anyone who competes in the sport. Vivaldi’s role was to create the positioning for the sport, and distribute it through the company’s well-established national media channels to deliver the maximum impact possible.

 

The event drew a large crowd of enthusiasts and newcomers, as well as sports and fitness media, with all aspect of media registration and media briefing handled by Vivaldi PR.

 

Australian Fitness Model and social media star Holly Baxter concluded, “We’ve had chance to go through how the squat, deadlift and bench press work and give people an idea of how the sport operates. Through the two-day seminar and practicals, we’ve been able to attract new members, giving them the chance to begin to compete at a high level in a drug-free environment. It’s not just for big people or for guys; it’s for people of all sizes and from all backgrounds. It’s exciting to be part of this growing movement for drug-free competition, and offer an amazing platform for athletes and newcomers to get involved and experience the lifestyle which in itself is positively life-changing”.

 

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Vivaldi Public Relations CEO provides mentorship at the Global Communications Symposium 2018

The Global Communications Symposium brings together students from around the world for cross-cultural exchange of talent integration, ideas and teamwork.  Students, lecturers and industry professionals have converged every year since 2002 to observe and participate in this highly valuable program.  A collaboration of 15 universities from 15 countries teaches the future generation of communications industry leaders about the challenges of working across cultures, languages and distances. The 2018 edition of GlobCom was hosted by Chulalongkorn University in Bangkok, Thailand.

 

The Students are grouped into teams (or ‘real communication agencies’) and given 12 weeks to prepare a global public relations campaign based on a challenging corporate PR brief that spanned 5 continents. Each team was led by mentors from education or industry. Joseph Henry, the Chief Executive Officer and Founder of Vivaldi Public Relations, the leading Public Relations Agency in Thailand, coached one of the 9 teams. Joseph also participated as one of the esteemed jury members tasked with selecting the finalists for the competition.

 

About the experience he said, “It was incredible working with a group of talented and motivated students from Spain, Australia, UAE and many other countries. The proposal and pitch presentations I saw were strategic, professional, and incorporated and conveyed many excellent ideas. It was my privilege to support this worthwhile program as both a mentor and jury member.”

 

Working purely in an online fashion can be challenging and is open to producing inadequate results based on misunderstanding or misinterpretation. Education centers today bring together students from different countries and different backgrounds in an environment in which they must learn together, work together and create understanding, often across great physical distances. In this regard, it is no different to how teams must co-operate in international business environments and being able to learn these skills has massive value for students for this very reason. PR is something that is also often misunderstood by agency clients and internal operators alike; its value and the interpretation of its meaning can mean different things to different people across different regions. That’s exactly why this type of collaboration is essential in teaching crucial skills to developing young PR professionals.

 

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Facebook pulls 1.5 billion social users out of the new EU privacy law

Almost 1.9 billion Facebook users globally were set to be protected by an all-new and all-encompassing EU privacy law. That’s the new Euro law restricting what companies do with people’s data goes into immediate effect tomorrow. Facebook however is doing everything it can to make that number of users much fewer.

 

Facebook users outside US are governed by terms of service agreed with the company’s international headquarters (in Ireland).

 

Facebook is now planning to make the case for ONLY European users, meaning 1.5 billion people in Africa, Asia, Australia and Latin America will not fall under the European Union’s General Data Protection Regulation (GDPR), which takes effect on May 25 (following successful closure).

 

Facebook is highly focused on reducing its exposure to GDPR, which allows European regulators to fine companies for collecting or using personal data without the user’s consent.

 

This removes a large potential liability issue for Facebook, as the new EU law allows for fines of up to 4 percent of global annual revenue for infractions, which in Facebook’s case could mean billions of dollars.

 

The change comes as Facebook is under scrutiny from regulators and lawmakers around the world since disclosing last month that the personal information of millions of users wrongly ended up in the hands of political consultancy Cambridge Analytica, setting off wider concerns about how it handles user data.

 

The change is set to have an effect on over 70 percent of Facebook’s 2 billion-plus members. As of December 2017, Facebook had 239 million users in the US and Canada, 370 million in Europe and 1.52 billion users elsewhere.

 

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Vivaldi supports MICHELIN GUIDE THAILAND as it adds Phuket and Phang Nga

Vivaldi Integrated Public Relations was chosen to support the extension of The MICHELIN Guide’s reach to Phuket and Phang-nga with a new 2019 edition: The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019, to be released at the end of 2018. It features Thailand’s vibrant food cities with a wealth of accommodation options in one single guidebook. Vivaldi has previously consulted with Michelin Guide to look at ways it may assist with the launch of its inaugural 2018 Thailand Edition. For the forthcoming year, the agency has been responsible for producing messaging design, communications consulting, the preparation of press releases and the management of media events leading up to the new revision. Vivaldi has also supported the launch of Michelin’s Dining Series. Michelin launched the inaugural edition of its much-anticipated curated gastronomic event ‘MICHELIN GUIDE DINING SERIES’, a series of highly exclusive dinners under MICHELIN Guide Bangkok’s “Food Experiences Program”. The first edition, held in March of this year, received superb feedback from VIP guests and demanding Bangkok foodies and was very much oversubscribed, with places being very limited. The launch dinner sets up the remaining three dinners to be much sought-after exclusive culinary events. Michelin’s reach will now successfully grow to encompass more food cities as the guide expands and builds upon its position of authority in the sector with the strong public relations support of Vivaldi.

 

According to Michael Ellis, International Director in charge of the MICHELIN Guides: “This year, apart from our established presence in Bangkok, The MICHELIN Guide has explored new territories in the South of Thailand in search of the finest restaurants and hotels. Thrilled by the culinary and hospitality scene of Phuket, which offers unique and fascinating characteristics as it consists of a blend of various different cultural influences, MICHELIN inspectors are excited to discover and reveal the best dining and lodging experiences”.

 

The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019 will be available in a bilingual edition (Thai and English), in both print and digital versions. To learn more about The MICHELIN Guide, please visit guide.michelin.com/th/bangkok; or follow updates regarding The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019 on Facebook: facebook.com/MichelinGuideThailand; or enter the hashtag: #MichelinGuideThailand or #MichelinGuideBangkok to find relevant information.

 

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Three ways a vibrant brand personality can accelerate your PR drive

1. Show the brand to have a human side

People are under too much pressure from brand messaging, which comes at them on every platform and from every direction. A typical person receives 10,000 brand messages every single day. As global data grows, so does the noise to which people are exposed.

Make sure you speak to people in a human way. Create messages that are vibrant and resonate, like a human interest style of approach. Show your brand to have a human side, and post personally from your staff. Respond to comments, and engage and converse.

2. Take the guerilla gig ‘band’ approach

Guerilla marketing is exciting when used in PR as it’s not expected from these sorts of stakeholders. It helps to establish your brand personality, and shows that you are coming to the market with a different approach. Think about creativity and out-the-box thinking, and keep budgets small. For PR, this can mean focusing on “buzz campaigns.” These are high impact, created in a quick way, make a lasting impression and focus on rapid, different results rather than metrics and big, showy campaigns.

A great thing about this is you don’t need a traditional or expensive magazine type of approach. Create pop-ups, and make them colorful and really unplanned. You engage with people in a human way in environments they are already passing through, not bombarding them with more social media noise.

3. Go down the ‘challenging convention’ route

A lot of your competitors use PR firms, and even with relatively big budgets behind them, they still find it hard to get noticed. People are fatigued from noise. Your first step here is in applying some analytics, and from the PR side, the most obvious option is media monitoring. This is time consuming and expensive to do yourself, so you can quite cheaply outsource this part to a PR firm.

The other side is in messaging creation, brand management and communication planning, and even PR firms find this hard (due to either a huge torrent of client side work or just a lack of capability in house.

Think big and look at firms like Amazon. Not in how they have unassailable marketing budgets, but in how they are not afraid to push the boat out on challenging convention.

 

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Facebook kills off 583M phony accounts

Facebook Inc. recently announced it has taken down over 583 million fake profiles in the first three months of 2018, and claimed that most were removed in just a few minutes after they were created and made public.

Facebook also said it culled 837 million pieces of spam and responded to 2.5 million examples of what it defined as ‘hate speech’, it said in its first-time report on how it will go about enforcing community standards.

Facebook has been under strong public and media pressure (and cross-border governmental pressure) following the Cambridge Analytica scandal in April. The company has been forced to defend itself from criticisms over its community management standards and data protection and data security issues which have caused mass drop-outs in active user numbers.

Facebook’s total community is 2.2 billion monthly users, although it’s unclear how many of these profiles are real or actually being used. Governments around the world have been questioning the Menlo Park California-based company’s policies.

Facebook’s report, which is apparently going to be distributed twice a year now, highlights the importance of AI in administering its systems. The report says: The conclusion from the first metrics is that some problems are better suited to computerized solutions than others. Almost 100 percent of the spam and 96 percent of the adult nudity was flagged for takedown, with the help of technology, before any Facebook users complained about it. But only 38 percent of hate speech was noticed by the AI. Hate speech is harder to deal with because computers often can’t understand the meaning of a sentence — such as the difference between someone using a racial slur to attack somebody, and someone telling a story about that slur”.

“It’s a work in progress always,” Guy Rosen, Facebook’s vice president of product management, said in a briefing. “These are the same metrics we’re using internally to guide the metrics of the teams. We’re sharing them here because we think we need to be accountable.”

 

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Identifying the ideal influencer for your brand

Everyone seems to be a social influencer these days, including bloggers with popular pages, micro-celebs doing brand pushing stuff, and even YouTube stars who have risen to fame by making videos about daily lift, their hobbies or their fields of interest and learning. And of course, businesses everywhere are looking at the best ways to engage.

So how best to leverage this reach without wasting cash on a lot of likes but very little ROI? How to connect to the best influencer for your particular offering?

 

The state of play right now

According to a study published by Collective Bias, “Around 70 percent of the Millennial generation have their buying decisions influenced by their peers, and that represents a huge proportion of people relying on others to recommend new products to them, often now through the interconnected social space online”.

The same study found that, “Facebook stands to be slightly ahead of YouTube in the battle for the most influential social platform, with 19 percent and 18 percent of consumer purchasing being influenced by posts on the platforms by influencers”.

It’s also worth noting that influencers don’t strictly have to be humans – wonderfully (or ridiculously, depending on your take of social and its good and bad), animals can be influencers too.

 

Useful Influencer A: The Authority

Let’s begin by starting with an oft overlooked group in terms of their potential importance versus their perceived importance. Persons in a position of authority (social media wise, we mean) in your area of expertise/business are naturally the ideal people to outreach to for influencer marketing. They are able to command audience attention and they will also have a following. It’s also worth noting that these types of committed, industry leading people likely to be highly and regularly active on their channels. A link from an authoritative source back to a brand can be incredibly important for ranking factors, especially with an .edu or a .gov source.

 

Useful Influencer B: The Advocate

Advocates are already influencers for other brands, so when reaching out, it’s important to recognize and potentially discuss any conflict of interest. There may also be non-disclosure documents involved which can protect both of you. These types of influencers are popular because they are always on the lookout for a brand they could represent, and hopefully will already have a feel and understanding on how to post to get the optimum results client side.

 

Useful Influencer C: The Celebrity

These are the most influential people with masses of followers and typically will have nothing to do with your actual brand (or products, often). It’s a simple pay-for-use-of-your-status deal, with all of the good and bad this implies.

 

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Addressing the challenges of live video in your marketing plan

You are the focal point and the one making the address

Live video streaming is very similar to making a public address – there is no room for error. It’s a tough gig, but if you are a thought leader and have valuable insights to share, then this is the best way to do it currently. If you’re going to be asked questions live, then prep the Q&A in anticipation.

 

There is no outsource option

It’s all on you. If you plan to distribute your valuable knowledge and experience, you will be the guy up there. The only way to get a personal following is to be the one that people follow.

 

It’s not easy to grow an audience

As with anything to do with marketing and reach, the hardest part is connecting to a valuable number of audience members (and subsequently followers). Do some ground work first on the types of segmentation you wish to target, try to understand how to reach them through your keyword planning and content distribution model, and plan your topics and content around that targeted plan.

 

Time zones are a global issue with delivery planning

If you’re trying to reach a global audience, trying to pin down a live stream time is challenging and there is no right answer to guide you. As with FB posts, timing in the day is important, but when you’re looking at international, think first on a regional basis, plan the content consumption time for your market and target that one region first and foremost. You can always make the file available to others at a later date or time.

 

Live video is born and dies quickly

Due to the nature of the medium, we are not talking evergreen content. However, as with the above point, you can make your download available – with the added advantage that you can make it available only to people who follow you.

 

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Tricks to creating a buzz with competitions

Online contests would seem like a great way to attract followers and brand loyalists, but it’s quite hard to make them a success. Here are some tips:

 

Be clear on your goals

Developing and isolating a clear communication is at the foundation of everything to do with PR. Contest are no different. Your key message is not that people can win something by doing something; it needs to in some way support your brand or product communication objectives, and hopefully also contribute to engagement marketing too.

 

The prizes need to rock

USB sticks and mouse pads are ok for trade fairs, but they don’t exactly get people fired up. You need this appetite to attract at least one entrant – and hopefully more. Look at prize selectin through the lens of what your customers in your market really want, and let that drive the inspiration to deliver for them. Cash gifts are an age-old solution to this, but don’t dismiss something that can communicate your brand in a way that is perhaps more effective or relevant (hence the whole purpose of the communication idea).

 

Make the rules easy to understand

If entrants need to go through multiple stages of judging, make purchases, prostitute themselves in front of their social followings by hocking your many hashtags, or provide personal information, then you are creating barriers to entry. Not good. Tools for actually deploying the contest include  WooboxRafflecopterWishpond or ShortStack 

 

Be strategic in following up

The whole purpose of a contest is to generate leads, so make sure your process flow is on point and CRM, CRM, CRM…. Make sure your marketers have absolutely everything they need to exploit the endeavor, or you’re wasting your time.

 

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