Tourism Authority of Thailand’s Songkran Festival Goes Global with BBC Spotlight

Wednesday, April 10, 2024

Starting this week, the Tourism Authority of Thailand (TAT) is initiating a campaign to introduce the Thai New Year festival of Songkran to global audiences of BBC. Recently nominated for UNESCO’s ‘Intangible Cultural Heritage’ status, Songkran is set to be celebrated with unprecedented grandeur across Thailand in April this year.

From April 10th to June 15th, 2024, catch a captivating 30-second animated ad crafted by BBC Storyworks Commercial Productions in Singapore.

This advertisement, with its creative flair, delves into the profound social and cultural essence of Songkran. At its heart is a bespoke animated character—a globetrotter who resonates with both the young and the young at heart. Join him on his journey through Thailand, where he immerses himself in a myriad of authentic Thai experiences.

Vibrant visuals paint a vivid picture of Thai culture, its people, tantalizing cuisine, breathtaking nature, and mesmerizing landmarks.

Catch this ad campaign on the freshly minted BBC app, BBC.com, and the BBC News channel, and be transported into the heart of Thailand’s vibrant Songkran festivities.

John Williams, Vice President, Advertising Sales, Singapore & SEA, BBC Studios Global Media & Streaming, said “BBC News’ TV and digital platforms are well-placed for reaching and engaging with travel-interested audiences, as BBC News is the number 1 news title to reach global travellers, as well as Thailand-bound travellers. This fun, innovative animation is also a great way to bring returning travellers to Thailand as it shows an abundant number of reasons they would want to visit again. The joyful tone and shareability have a youthful appeal that will sit well in the newly designed online spaces the BBC is bringing its audiences.”

Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said “We are delighted to be working with the BBC again on this exciting campaign. Reaching their extensive and important international audiences and utilising their expertise is vital for us in promoting Thailand to visitors. We believe that at Songkran ‘memories last forever’ and it will be repeatedly told. This well-crafted campaign illustrates that perfectly for those not yet aware of the festival or with a limited knowledge of it.” 

BBC Storyworks is the award-winning content studio from BBC Studios.

Building on the BBC’s century-long pedigree as the world’s most trusted storytellers, they work with brands to create beautifully crafted stories that move and inspire curious minds, across platforms and across the globe. With teams around the world, they work directly with brands, with agencies, and with associations and industry bodies to tell their stories to the BBC’s huge and influential global audience, on BBC.com, BBC News (TV), and across social channels.

BBC audience insights:

• 74% of the BBC News audience has started planning vacation abroad in the next 12 months, 27% more likely than the average audience. Reasons for international vacation among the BBC audience who intend to travel to Thailand – 70% want to do so to experience a new place/culture*.
• BBC News audience are 43% more likely to spend high amount on international vacation, more than they usually spend.
• BBC News audience are 53% more likely to consider vacations extremely important.         
• BBC News is the #1 news/factual media title to reach global travellers as well as among Thailand-bound travellers*.

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