Thai Airways sponsored the Russian Imperial Ballet’s first ever performances in South-East Asia. The pre-show Gala Cocktail was attended by members of Singapore’s and Bangkok’s high society. Thai Airways branding was in all media communications of that event. A 90-second vignette was created by CNN featuring a Russian ballerina going through her favourite sites in Moscow, while online banners on CNN.com promoted the new route. Thai Airways ads appeared in selected hotel rooms and in-flight.

Being the inaugural performance in South-East Asia worked in generating hype and publicity on the event and generated significant press coverage. Tickets to the inaugural performance were sold out in advance. During the 8-week campaign, the Moscow travel vignette achieved 38% ad recall.