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TAT launches global Songkran festival campaign on BBC

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The Tourism Authority of Thailand (TAT) collaborates with BBC to globally promote Songkran, highlighting its cultural significance through an animated campaign.

BANGKOK, THAILAND – Beginning this week, the Tourism Authority of Thailand (TAT), launched a campaign to introduce the Thai New Year festival of Songkran to BBC audiences across the globe. Songkran has recently been nominated for UNESCO ‘Intangible Cultural Heritage’ status and will be celebrated ‘more extravagantly than ever’ throughout Thailand in April this year.

A unique 30-second animated advertisement, produced by BBC Storyworks Commercial Productions in Singapore, runs from 10 April to 15 June 2024.

Creatively, it focuses on the wider social and cultural significance of Songkran. The creative features a bespoke animated character as the central storyteller – an international traveller who appeals to both the young and the young at heart. Viewers will follow his journey through Thailand as he is immersed in a variety of distinctly Thai experiences.

The rich visuals in the colourful clip also showcase Thai culture, people, food, nature, sights and scenery.

The advertising campaign runs on the newly launched BBC app and BBC.com site as well as the BBC News channel.

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.”

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