The 12th Warrior Campaign
WARRIX is the official licensed producer of high-quality sportswear for the Thai national football team. The Thai-owned company uses technologically advanced materials to produce sports shirts to international standards, and recently expanded to overseas markets after being appointed official sportswear producer and sole official licensee for production of the Bardral URAYASU jersey used by the Japanese futsal club.
Football is an all-consuming passion throughout Thailand, with many Thais having a favorite English Premier League team that they follow. Thailand also has its own exciting domestic league, with a strong following among Thai supporters and some expats who attend league games.
Until recently, all WARRIX media communication and public relations activities were conducted in-house and in Thai language only. Vivaldi PR’s core brief was to increase the international appeal of this leading garment company and raise its profile to be among the best sportswear producers by widely communicating its licensing victories.
Vivaldi PR was chosen for its market-best media relations, blogger connections, its deep skills in employing traditional PR expertise as well as its experience in managing all aspects of media events.
The WARRIX first launch event became talk of the town. The kick-off campaign “We are the 12th Warrior” spoke directly to Thai fans that always unite and fight together alongside the Thai team. Most importantly, this was the first time that the Thai national football team color had been powerfully presented in black: representing the strength and soul of the Thai nation uniting as one. The newly-designed Thailand national football team jersey utilized the latest technology to produce a shirt to an international standard of quality and to increase opportunities for Thai football players as well.
The launch ceremony was honorably attended by Pol. Gen. Somyot Poompanmoung, President of the Football Association of Thailand, together with the Thai national football team and staff, plus football fans who warmly joined to witness the next big step for their favorite team and attend as “The 12th Warrior” to celebrate this great occasion.
Vivaldi PR used WARRIX’ s “We are the 12th Warrior” concept to best connect the brand to sports fans in Thailand, and made the general public a part of the Thai national football team’s campaign in the 45th King’s Cup football tournament held at Rajamangala National Stadium Bangkok. We also positioned the company as an ambassador for Thai domestic production for export, highlighting a visit by VIPs from Japan who came to witness the signing agreement when WARRIX was appointed licensee for Bardral URAYASU.
Vivaldi PR created a gossip news style photo story and showcase through the use of a sports-themed fashion show. Football representatives Sinthaweechai Hathairattanakool, Charyl Chappuis, Kawin Thummasatjanon and Adul Lahso, national heroes in Thailand, led a fashion parade to demonstrate the latest designs by WARRIX. The media attendance and ensuing coverage related to this event was massive.
Vivaldi PR also boosted WARRIX’s retail efforts, bringing news of pop-up and fixed shirt sales locations to a wider audience. We also used other traditional PR approaches such as biography promotion and industry thought leadership to enhance communication reach and build trust with potential partner companies for WARRIX and also the Thai sports-going public.
Key Results within 6 months
- Around 83 media articles a month on average (494 news clippings for total articles), with a monthly media value of approximately 19.2 million THB (115.1 million THB of total PR value in 6 months).
- 203 press clippings and PR Value 80.3 million THB in a month just on Press Conference: “WARRIX Unveils Design of Official Thai National Football Jersey Launching ‘We are the 12th Warrior’ concept”.
- 67 press clippings and PR value 8.9 million THB in a month just on MOU signing ceremony between WARRIX and Bardral URAYASU.
- 181 print coverage, 265 online coverage and 48 TV coverage.
- Strengthened relationship with target media (Sport, Men’s Lifestyle, Business and Marketing, plus social and lifestyle as well as photo sections) via a series of media office visits organized by Vivaldi PR.
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