Bangkok, 10 April 2024 – Starting this week, the Tourism Authority of Thailand (TAT), is launching a marketing campaign that goals to introduce the Thai New 12 months pageant of Songkran to BBC audiences throughout the globe. Songkran has not too long ago been nominated for UNESCO ‘Intangible Cultural Heritage’ standing and might be celebrated ‘extra extravagantly than ever’ all through Thailand in April this yr.
A novel 30-second animated commercial, produced by BBC Storyworks Business Productions in Singapore, will run from 10 April to fifteen June 2024.
Creatively, it focuses on the broader social and cultural significance of Songkran. The inventive contains a bespoke animated character because the central storyteller – a world traveller who appeals to each the younger and the younger at coronary heart. Viewers will observe his journey by means of Thailand as he’s immersed in quite a lot of distinctly Thai experiences.
The wealthy visuals within the vibrant clip additionally showcase Thai tradition, folks, meals, nature, sights and surroundings.
The promoting marketing campaign will run on the newly launched BBC app and BBC.com web site in addition to on the BBC Information channel.
John Williams, Vice President, Promoting Gross sales, Singapore & SEA, BBC Studios International Media & Streaming, mentioned “BBC Information’ TV and digital platforms are well-placed for reaching and fascinating with travel-interested audiences, as BBC Information is the #1 information title to achieve world travellers, in addition to Thailand-bound travellers. This enjoyable, progressive animation can also be an effective way to convey returning travellers to Thailand because it reveals an considerable variety of causes they’d need to go to once more. The joyful tone and shareability have a youthful attraction that can sit effectively within the newly designed on-line areas the BBC is bringing its audiences.”
Mr. Nithee Seeprae, TAT Deputy Governor for Advertising Communications, mentioned “We’re delighted to be working with the BBC once more on this thrilling marketing campaign. Reaching their in depth and essential worldwide audiences and utilising their experience is significant for us in selling Thailand to guests. We consider that at Songkran ‘recollections final ceaselessly’ and will probably be repeatedly instructed. This well-crafted marketing campaign illustrates that completely for these not but conscious of the pageant or with a restricted information of it.”
Notes to editors
Hyperlink to look at the complete animation (which might be out there from Wednesday, 10 April 2024): https://youtu.be/erWC2pOC24w?si=eLCcTrm4rsxjG7Zu
Please credit score BBC Storyworks for any use.
BBC Storyworks is the award-winning content material studio from BBC Studios.
Constructing on the BBC’s century-long pedigree because the world’s most trusted storytellers, they work with manufacturers to create fantastically crafted tales that transfer and encourage curious minds, throughout platforms and throughout the globe. With groups all over the world, they work immediately with manufacturers, with companies, and with associations and business our bodies to inform their tales to the BBC’s large and influential world viewers, on BBC.com, BBC Information (TV), and throughout social channels.
BBC viewers insights:
- 74% of the BBC Information viewers has began planning trip overseas within the subsequent 12 months, 27% extra possible than the common viewers. Causes for worldwide trip among the many BBC viewers who intend to journey to Thailand – 70% need to achieve this to expertise a brand new place/tradition*.
- BBC Information viewers are 43% extra prone to spend excessive quantity on worldwide trip, greater than they normally spend.
- BBC Information viewers are 53% extra prone to think about holidays extraordinarily essential.
- BBC Information is the #1 information/factual media title to achieve world travellers in addition to amongst Thailand-bound travellers*.
Supply: GWI Journey, Q3’23, International ex. UK; *GWI Journey, Q3’23, journey intenders to Thailand, International ex. UK
