PATA officially launched its marketing and support campaign, “PATA loves ASEAN”. A one minute advertising movie will highlight ASEAN as a single destination on the Travel Channel.
BANGKOK – On Friday, July 4, 2014, the Pacific Asia Travel Association (PATA) officially launched the ‘PATA Loves ASEAN’ campaign with a soft launch screening of the Travel Channel advertising campaign promoting responsible tourism experiences, which is to be broadcast throughout the Travel Channel network of over 81 million viewers in Europe, the Middle East and Asia.
During 2014, PATA has been working in consultation with the Association of Southeast Asian Nations (ASEAN) Secretariat to strategically work together to enhance the development of Asia Pacific’s travel and tourism industry.
The main pillar of the “PATA Loves ASEAN” initiative is a US$300,000 advertising campaign on the Travel Channel to promote responsible ASEAN tourism experiences. The Travel Channel will create a 1 minute advertisement which will feature 10 ASEAN Member States’ best destination footage in one TV promo teaser (positioning ASEAN Tourism as “One Vision, One Identify, One Community”). At the event, attendees saw the preliminary version of the advertisement.
PATA CEO Martin Craigs said, “The TV campaign on the Travel Channel will showcase the responsible and sustainable products by ASEAN and how ASEAN has emerged as a global leader of sophisticated and niche tourism products that have a caring and community touch.”
Mr. Craigs, along with the PATA Executive Board including Mr. Scott Supernaw, PATA Chairman, and H.E Mr. Ramon R. Jimenez, Jr., Secretary of Tourism, Philippines, welcomed guests and industry peers to the event, including Ms. Chadatip Chutrakul, CEO of Siam Piwat company, a real estate and shopping malls operator.
At the event, Ms Chutrakul was given the opportunity to showcase ICONSIAM, a future US$1.5 billion riverside luxury multi-use complex on the banks of the Chao Praya River to be completed by 2017. Prior to Mrs Chutrakul, Philippines State Secretary Jimenez delivered a brief speech over the effect of the campaign “It’s More Fun in the Philippines” tourism campaign.
The “PATA Loves ASEAN” TV campaign is expected to run between 10-12 weeks, and will be seen across Europe, the Middle East, and Africa. Five responsible tourism categories will be highlighted by the advertisements; including nature tourism, culture and heritage tourism, community-based tourism, cruise and river tourism, and travel for health and wellness. The aim of this campaign is to increase public awareness of the importance of tourism to the Complete Visitor Economy and AEC 2015.
Photo caption (from left to right): Prinn Panitchpakdi, Country Head, CLSA; Chadatip Chutrakul, CEO, Siam Piwat; Martin Craigs, CEO, PATA; and Ivy Chee, Regional Director – East Asia, PATA.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
