Bangkok, Thailand: 11th November, 2025 - Last week, Midas PR, Thailand's leading public relations agency and the exclusive Thai member of the Public Relations Organisation International (PROI Worldwide), proudly represented Thailand at the PROI APAC Summit 2025 in Cebu, Philippines. During the summit, Midas PR showcased its multi-award award-winning client case study "Real Wellness, My Way," developed for Virgin Active Thailand, to an audience of leading communications professionals from across the Asia-Pacific region.
The presentation, delivered by Rinrada Pratumsuwan, Senior Social Media and KOL Manager, and Chelsea King, Director of Editorial and PR Operations, marked a proud milestone for Midas PR, following a string of international recognitions for the "Real Wellness, My Way" campaign. Just last month, the campaign received top honors at the PRCA APAC Gold Standard Awards 2025 in Singapore, where Midas PR took home two awards:
- Broadcast and Video
- Integrated Communications
The project was also named a finalist in the Consumer Products category at the 2025 SABRE Awards Asia-Pacific, celebrating excellence in strategic communications across the region.
Dr Karine Lohitnavy-Frick, CEO of Midas PR and Chair of the Public Relations and Communications Association (PRCA) Thailand, said: "These awards are a testament to our team's dedication to meaningful storytelling and strategic creativity. Presenting at the PROI APAC Summit was a moment of immense pride for us, as it showcased Thailand's growing influence and excellence in global communications."
Angela Scaffidi, PROI Global Chair, and Partner, Senate SHJ, Australia, said: "The PROI APAC Summit showcases the incredible breadth of talent and innovation across our network. It's always rewarding to see agencies like Midas PR contributing to the exchange of ideas that strengthen communications across the region."
The PROI APAC Summit gathered top independent agencies to exchange insights, share best practices, and celebrate innovation within the region's dynamic communications landscape. Midas PR's participation highlighted the agency's role in driving industry standards and elevating Thai public relations on the international stage.
The "Real Wellness, My Way" campaign was launched in 2024 to position Virgin Active Thailand as a thought leader in authentic wellness. By amplifying real member experiences and blending digital storytelling with integrated communications, the campaign inspired audiences to embrace wellness on their own terms.
Chelsea King, Director of Editorial and PR Operations at Midas PR said: "From the moment we received the brief, we knew this campaign had to mean something; it had to spark change. Our goal was never just to make noise, but to move people and challenge the way Thailand talks about wellness."
"Personally, seeing the conversation shift from chasing 'ideal bodies' to celebrating real, individual journeys has been incredibly rewarding. Sharing that story with our peers at the PROI APAC Summit, and having it recognised on a regional stage, is a reminder of the power we hold when creativity, strategic thinking, and purpose come together to create something that truly matters."
Midas PR continues to uphold its reputation as a leader in Thailand's public relations industry, combining global expertise with deep local market understanding to deliver results that resonate across borders.