We were looking for ways to start the conversation with Ringo when he tweeted 'let's send each other postcards from paradise' to promote his new album.

We decided that if we could get sufficient numbers of Filipinos to send him 'postcards' on twitter he would notice the response and that at the same time we could bring the issue to the attention of a new generation.

Also, we would spread good images and impressions of the country around the world - because his global fan-base would be seeing the response for themselves.

We first made an online video with the country's biggest and most respected rock musician to drive online reaction to the cause.

This was followed up by PR to online and print media. And supplemented by TV appearances.

We created a postcard maker on the main tourism website. And encouraged people to take their own pictures of the country.

As the movement grew we pushed it further with Key Opinion Leaders in broader fields of entertainment.

User response on social was greater than in any other country in the world. Images from The Philippines accounted two-thirds of those shared under the #postcardsfromparadise hashtag worldwide

Over two-thirds of all responses to Ringo's call for #postcardsfromParadise came from The Philippines.

Over 120 million twitter impressions worldwide.

Tourism arrivals reached an all-time high in January 2016 - a gain attributed by the client partly to this activity.

Articles in all major print dailies.

A cover story, lead articles and sponsored content in Esquire (July 2015)

Blog coverage in the leading national sites.

Promoter interest in bringing Ringo back to the country.