Social media in Amazing Thailand campaign of Tourism Authority of Thailand

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Choosing and using media channel in a campaign: Social network in Amazing Thailand campaign

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Social media in Amazing Thailand campaign of Tourism Authority of Thailand

  1. 1. Choose media channel for a campaign Nguyen Nhu Cat Tuong Academy of Journalism and Communication Ha Noi - Viet Nam Faculty of Public Relations and Advertising PR 27
  2. 3. I will say… <ul><li>Amazing Thailand – Amazing Values?? </li></ul><ul><li>- Authority, time, cost… </li></ul><ul><li>- Targeted audience?  media channel? </li></ul><ul><li>What have they done? </li></ul><ul><li>Online contest Ultimate Thailand Explores </li></ul><ul><li>Result? </li></ul><ul><li>I have learn that… </li></ul>
  3. 4. <ul><li>Tourism Authority of Thailand TAT 10-2’8, period 2’8-2010 </li></ul><ul><li>Cost: about $8 million </li></ul><ul><li>Include 10 small campaigns: </li></ul><ul><li>Amazing Grand Sales, Amazing shot – Amazing Experience, Her Own Way, Seven Wonders of Thailand.. </li></ul>
  4. 5. 16 million internaltional travellers in 22 countries (digital travellers and blogger, tour agencies, tour operation…)
  5. 6. They have… <ul><li>Using utmost power of technology Web 2.0 </li></ul><ul><li>Where is social network, there is Amazing Thailand… </li></ul>
  6. 7. Social networks <ul><li>Facebook: more than 4000 fans, 100 picx, 15 videos… </li></ul><ul><li>Twitter: 52 following and 158 follower </li></ul><ul><li> tourism activities, info about Thai life, fesstivals, people, toursim info…. </li></ul><ul><li>Youtube: more than 10 videos with 80,000 views. Official clip attracted 9,000 views. </li></ul>
  7. 8. Website <ul><li>Homepage: 10 – 110.000 – 422.000 </li></ul><ul><li>http://amazingthailand.tourismthailand.org </li></ul><ul><li>Her Own Way </li></ul><ul><li>http://HerOwnWay.TourismThailand.org </li></ul><ul><li>Amazing Thailand Channel </li></ul><ul><li>http://www.amazingthailand.tv </li></ul><ul><li>Amazing Thailand Grand Sales 2009 http://www.amazinggrandsale.com </li></ul><ul><li>… .. </li></ul>
  8. 9. Website 2.0 <ul><li>WIKI Mission Project with Wikipedia and Wikitravel </li></ul><ul><li>Banner ad at web sites and blog sites; forums; travel portal such as Travelocity.com, Expedia.com, Asianow.com, frum for women…. </li></ul><ul><li>Pix sharing: www.flickr.com, www.ringo.com, www.pickle.com </li></ul><ul><li>Video sharing: www.youtube.com, www.creackle.com, video.google.com </li></ul><ul><li>Article sharing: www.iexplore.com, www.bootsnall.com, www.igougo.com </li></ul>
  9. 10. Web 2.0 <ul><li>The most reputed lifestyle and travel social netwotk WAYN (Where are you now) </li></ul><ul><li>Email, e-brochure, e-newsletter, e-postcard, wallpaper, screensaver, online database.. </li></ul>
  10. 11. Online contest Ultimate Thailand Explores from 15-9 to 15-10-2’9 <ul><li>Each team has 2 people taking a one-minute clip, explaining why they choose to come to one of five beauty spots in Thailand. And how they will spread about it to all the world (using social network) </li></ul><ul><li>5 teams take part in a six-day-five-night trip, taking pics, videos….sharing in social networks… </li></ul><ul><li>1 team has highest votes receiving $150,000 award </li></ul>
  11. 12. Ultimate Thailand Explores <ul><li>Homepage </li></ul><ul><li>http://www.ultimatethailandexplorers.com/ </li></ul><ul><li>44,871 unique visitors and 14,767 views (after 1 week released) </li></ul><ul><li>30-9-2’9 : 50 clip </li></ul><ul><li>Estimate 300 teams take part with 25 million views </li></ul>
  12. 13. I have learn… <ul><li>Defining targeted audience directs proportion to rate of success </li></ul><ul><li>Power of social network. </li></ul><ul><li>Be creative or die </li></ul>
  13. 14. Social networks
  14. 15. They achived…. <ul><li>44,000,000 results in GG about Amazing Thailand </li></ul><ul><li>1,1 million people all the world know about campaign. </li></ul><ul><li>From 11-12-2’8 to1-2’9 about 2 million international arrivals to Thailand </li></ul><ul><li>Estimate 2’9, they have 17,1 million ones.. </li></ul>
  15. 16. Hope it helpful and Khop Kun Krap (_”__)

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