How do you get people to talk about your country?
Well, the Tourism Authority of Thailand might have cracked that code.
The latest ad for Tourism Authority of Thailand by BBDO Bangkok does not seem like an ad at all. Instead, a set of cinematic trailers unravel, from adventure, to romance to an action-packed sci-fiction, that allows you to follow the different characters on their unique, but also thrilling journeys across Thailand.
Now, the producers want you to star in your very own version and “Write Your New Chapter” as a part of the film series “Amazing New Chapters” of Thailand!
Whether it is supernatural, adventure, love, thriller, food or fantasy, the genre, the plot, the scenes and who will be starring in it, that will be decided by you!
Unfortunately, due to the pandemic it took a toll on several industries, especially Thai tourism. While this tourism business is slowly picking up, nature has been in luck in terms of recovering at its best.
In Koh Tao and Surat Thani, Hawksbill turtles are once again laying eggs, while Bryde’s whales have returned to Samut Songkram, and even more.
While the sea, the forest, and the mountains are rewriting their new chapter, Thailand’s tourism industry is doing likewise. Some local cuisines have now become Michelin-featured restaurants, and others are reinventing a new style of massage.
“When we pitched this project, we told the client that we were not coming here to pitch against other agencies… but to pitch against other countries. Travelers need to revisit Thailand to see that nature, hotels, and restaurants, have revived,” says Thasorn Boonyanate, Chief Creative Officer, BBDO Bangkok
Based on the fact that tourists love to share their travel experiences on social media, BBDO Bangkok decided to build on this and essentially welcome these tourists to come to Thailand and “Write Their New Chapter” in a cinematic style, while Thailand writes theirs.
“People love to record special moments on their phones, whether it’s a story on Instagram or a video on Facebook. Just like movie genres, what they capture can be adventure, romance, or pure comedy. Drawing inspiration from our campaign, and using tools like our new filters, we want them to take on the role of film producers, create and tell their stories, and share this chapter of their lives with the world,” added Thasorn Boonyanate.
This campaign is just the beginning of Tourism Authority of Thailand’s marketing push.
To further the promotion of this new campaign, BBDO Bangkok is releasing thematic key visuals, Instagram filters in the style of movie release posters, as well as tour packages to encourage tourists to come to Thailand to create and share their new chapters.
Therefore, hashtags like #AmazingNewChapters and #AmazingThailand, along with tagging @touristmthailand were created for the opportunity to get featured on Tourism Authority of Thailand’s own Instagram channel.
“Representing film, this latest TVC is a new approach we are taking to communicate the Amazing New Chapters message and to engage tourists around the world through a cinematic perspective to show them Thailand has a multitude of holiday possibilities in which there is something for all. We want to inspire tourists to explore our wonderful country and to create their own amazing chapters during their stay and premier these films with not just friends and family, but the rest of the world,” says Mr. Yuthasak Supasorn, TAT Governor.
The short film trailers are not only entertaining but are also great at showing off Thailand’s beauty. Some even manage to give goosebumps.
BBDO Bangkok have also given the work some really unusual but fun awards like; “Best Reconnect With Nature”, Best Luxe & Local”, “Best Ice Cream & Sweet Treats” and more. It might not be an Oscar, yet it certainly makes anyone smile.
The film was first launched in Paris earlier this season, then in a movie theater in Bangkok, Thailand.
Make sure to be the first to rate it!
For more information, you may head to BBDO Bangkok’s YouTube channel and start exploring your film career by taking on the role of a “film critic” today.
CREDITS:
Client: Tourism Authority of Thailand
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Rook Floro
Art Director: Narakorn Puechngen
Copywriter: Greepol Boonsrangsom
Group Business Director: Taksina Vasaruchapong
Business Director: Pattama Thienapirak
Account Director: Kavinthip Chaiteerakij
Account Manager: Natthaka Musigrungsri
Agency Producer: Toungrak Jiravatanarungsri
Head of Brand and Digital Planning: Prasit Kunanuphanchai
Strategic Planning Manager: Maipimol Suepayak
Production: unboxnow.tv
Directed by Tul Nutdanai Pombanta
EP: Thay Littichai x Arunwan So
Producer : Luk Luksawan
DOP: Jaji Jajison
2nd DOP (underwater): Tatchai Eakkhattiyakorn
AD: Praewpan Rungsub
Art Director : Luksamee Endoo, Mod Hery
Camera : Brandlink Co.,Ltd
2nd camera unit : Setthawut Samathimongkol
Post producer : A$D
Editor : Wisarut Deelorm
Post house : MiniP Post-production
Colorlist : Nuttacha Khajornkaitsakul
Online artist : Ekkasit Pratchayapinanth
Post house producer : Kanta Shovityakool
Sound Production Company: Mellowtunes
Music Composer: Siwat B Homkham
Sound Engineer: Artit Vongmetta
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2023 to May 2024
Submissions Deadline
30th June 2024
APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)
