TAT Advertising Campaign


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TAT Advertising Campaign

  1. 1. Complete Creative Brief
  2. 2. Target <ul><li>Domestic: </li></ul><ul><li>Foreign residents </li></ul><ul><li>Age range 21-35 years old </li></ul><ul><li>People with out-going, fun-loving, adventurous, exploring characteristics </li></ul><ul><li>C to B class of people </li></ul>
  3. 3. <ul><li>International: </li></ul><ul><li>Age range between 21-50 years old </li></ul><ul><li>Have reasonable income to afford traveling in Thailand </li></ul><ul><li>People with out-going, fun-loving, adventurous, exploring characteristics </li></ul><ul><li>People who would like to take some times off and relax on their vacation </li></ul><ul><li>Foreigners from America, Asia, and Europe Continents: </li></ul><ul><li>- Malaysia - China </li></ul><ul><li>- Singapore - Japan </li></ul><ul><li>- United States - United Kingdom </li></ul><ul><li>- Germany - France </li></ul><ul><li>- Italy - Australia </li></ul>
  4. 4. Promise <ul><li>“ Experience the real fun in Thailand” </li></ul><ul><li>Rationale: As the focus of the campaign is about Songkran Festival, which is about fun and enjoyment, so we are saying that if you joined us in this festival you will have fun with it and you will see what real fun is like; we also think of it as an experience that is very genuine and cannot be found elsewhere but Thailand. </li></ul>
  5. 5. Slogan <ul><li>“ Sensational Siam” </li></ul><ul><li>We came up with the name “Siam” because from our experience, many foreigners confused “Thailand” with “Taiwan” therefore we decided to use “Siam” instead of “Thailand” because it has originality, uniqueness and more power when use as the campaign’s name. Songkran day is the main focus of our campaign so we came up with the word “sensational” because it gives the sense of overall feeling of Thailand during this festival and it also rhyme with “Siam”. </li></ul>
  6. 6. Tagline <ul><li>“ Your soul, your spirit, your Siam.” </li></ul><ul><li>This tagline came up as we were trying to find the right word for the campaign. Then, we think of Thailand as a sanctuary for every soul that needs relaxation, so we decided to analogize Siam to a person to make a connection between the audience and the tagline. We apply the pronoun, your, to makes the audience feel that they belong in Thailand and can easily assimilate themselves to our country. </li></ul>
  7. 7. Tone & Manner <ul><li>Fun </li></ul><ul><li>Happiness </li></ul><ul><li>Cultural atmosphere </li></ul>
  8. 8. Campaign Launch Period <ul><li>3-month Campaign: </li></ul><ul><li>February </li></ul><ul><li>March </li></ul><ul><li>April </li></ul>
  9. 9. Creative Work
  10. 10. <ul><li>We choose Songkran Day as the main focus of our TAT campaign because it is one of our unique traditional festival that cannot be found elsewhere, therefore, this festival is a great way to draw tourists attention to Thailand. Then, we can provide them ways of exploring Thailand during their stays here after the festival such as adventurous activities, interesting tourist attraction, and other traveling routes </li></ul>Songkran Festival
  11. 11. Logo <ul><li>The logo “Sensational Siam” starts the first S letter with a Thai font style because we think it represents the feeling of being Thai. The font style that we used can usually be seen at temples and Thai traditional art work; therefore, it is very indigenous and sophisticate, it also implies delicacy but, on the one hand, solidity. The rest of the alphabets are written in lower case to tone down the boldness of the “S”, thus, we use a more simple and thinner line to create that effect. Yellow becomes the main color because it is a strong color that bridges the logo to the overall idea of Thailand. </li></ul>
  12. 12. Market overview <ul><li>Industry analysis: </li></ul><ul><li>Tourism Authority of Thailand (TAT) </li></ul><ul><li>To increase tourism level and expand economic growth </li></ul><ul><li>To assure people that our country is safe and has been improved after the Tsunami and Thailand’s political problems </li></ul>
  13. 13. <ul><li>Environment: </li></ul><ul><li>Stable political situation </li></ul><ul><li>Steadily growing economy </li></ul><ul><li>Hold on tradition; however move toward modernization </li></ul><ul><li>Rapidly grow of the use of new technology (globalization) </li></ul><ul><li>Long period of unique culture and tradition </li></ul>
  14. 14. Competitor: <ul><li>Direct: Asian countries e.g. Malaysia, Singapore, Korea, Japan, Indonesia, China, Hong Kong </li></ul><ul><li>Indirect: </li></ul><ul><li>- Economic status </li></ul><ul><li>- Political situation </li></ul><ul><li>- Seasons and weather </li></ul><ul><li>- Tourist preference </li></ul><ul><li>- Social issues </li></ul>
  15. 15. <ul><li>Consumer: </li></ul><ul><li>Insight Interview </li></ul><ul><li>Tourist statistic: Gender/ statistic/ Nationality </li></ul>
  16. 16. Consumer Insight
  17. 17. We love shopping! It is cheap to travel in Thailand. Australian American
  18. 18. We all enjoyed scuba Diving at Kor-Chang. Bangkok is the first place that comes to mind when I think of Thailand. British Denmark
  19. 19. SWOT analysis <ul><li>Strengths: </li></ul><ul><li>Unique culture </li></ul><ul><li>Variation of festivals e.g. Songkran </li></ul><ul><li>Delicious cuisine </li></ul><ul><li>Tropical weather </li></ul><ul><li>Friendly people and environment </li></ul><ul><li>Distinctive historical architecture </li></ul><ul><li>Fashion district </li></ul>
  20. 20. <ul><li>Weaknesses: </li></ul><ul><li>Unstable terrorism situation (Southern area) </li></ul><ul><li>Natural disasters e.g. Tsunami, floods, drought </li></ul><ul><li>Pollution: air, water, noise </li></ul><ul><li>Possible c rimes </li></ul><ul><li>Unstable political situation e.g. recently Coup De’ tat </li></ul>
  21. 21. <ul><li>Opportunities: </li></ul><ul><li>Low cost of living </li></ul><ul><li>Thailand is located on the mainland, therefore, there are less probability to be affected by natural disasters, for example, earthquakes, volcanic eruptions, and hurricanes. </li></ul><ul><li>Low exchange rate </li></ul><ul><li>No racism and religious discrimination </li></ul>
  22. 22. <ul><li>Threats: </li></ul><ul><li>Negative reputation e.g. prostitution, child labor, copyright issues </li></ul><ul><li>Less compatible than some other developed countries e.g. Japan, Singapore, China </li></ul>
  23. 23. Marketing Mix <ul><li>4 Ps </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>
  24. 24. Product <ul><li>Campaign for Songkran Festival during February to April </li></ul><ul><li>Promote Thai culture, festival, and cuisine. </li></ul><ul><li>Sightseeing </li></ul><ul><li>Tour package </li></ul>
  25. 25. Price <ul><li>Average cost to travel in Thailand </li></ul><ul><li>Luxury </li></ul><ul><li>Middle class </li></ul><ul><li>Economic </li></ul>
  26. 26. Place <ul><li>Bangkok </li></ul><ul><li>Major cities airport: </li></ul><ul><ul><li>Thailand: Suvanabhumi </li></ul></ul><ul><ul><li>Malaysia: Kualalumper </li></ul></ul><ul><ul><li>China: Beijing, Shanghai </li></ul></ul><ul><ul><li>Singapore: Singapore City </li></ul></ul><ul><ul><li>United States: Los Angeles, San Francisco </li></ul></ul><ul><ul><li>United Kingdom: London </li></ul></ul><ul><ul><li>Japan: Narita, Osaka </li></ul></ul><ul><ul><li>Germany: Munich </li></ul></ul><ul><ul><li>France: Paris </li></ul></ul><ul><ul><li>Italy: Rome </li></ul></ul>
  27. 27. Promotion <ul><li>Discount air fare; purchase two tickets to Thailand from Thai Airways will receive 10% discount. </li></ul><ul><li>Discount hotel rate; use American Express credit card to purchase any participated hotels will receive 10% discount. If spent more than 3 nights will receive one spa treatment program. </li></ul><ul><li>Website booking; if booked tour package in TAT website will receive a complimentary Bt.1,000 gift voucher from Central Department Stores. </li></ul>
  28. 28. IMC Plan
  29. 29. 1.Interactive <ul><li>Objectives: Allows two-way communication between domestic and international tourists and TAT officials </li></ul><ul><li>Channel: Internet </li></ul><ul><li>Vehicle: www.sensationalsiam.org.th </li></ul><ul><li>Target: Male and female foreigners age 21-55, looking for information about the campaign, have some knowledge of the Internet and/or planning for a holiday trip. </li></ul>
  30. 30. <ul><li>Rationale: Use of campaign’s logo to emphasize the campaign’s name, the ‘Summer Water Festival’ on the webpage shows that it is the highlight of the campaign. The website contains tour packages, Songkran Locations, question & answer, promotion headings to give the information. The color used is related to the logo to create a connection. Moreover, the website allows potential targets to get in-depth information about Thailand at low cost. </li></ul>
  31. 31. 2. Public Relation <ul><li>Objectives: </li></ul><ul><li>To build good relationship with the media to make them want to carry our news </li></ul><ul><li>To encourage public participation in the campaign </li></ul><ul><li>Tools: </li></ul><ul><li>- Press Conference </li></ul><ul><li>- Press Release </li></ul><ul><li>Channel: Newspaper </li></ul><ul><li>Vehicles: Bangkok Post, The Nations. </li></ul><ul><li>Rational: These newspaper are popular among foreign residents in Thailand, thus, they would be effective vehicles to reach our target group </li></ul>
  32. 32. 3. Promotion <ul><li>Objectives: </li></ul><ul><li>To create incentives for target audience to participate in the campaign </li></ul><ul><li>Tools: </li></ul><ul><li>Contracts with Thai Airways, hotels, American Express credit card, Central Department Store </li></ul><ul><li>Hotel Vehicles: </li></ul><ul><li>Novotel </li></ul><ul><li>Holiday Inn </li></ul><ul><li>Sofitel Central Plaza </li></ul><ul><li>Amari </li></ul>
  33. 33. <ul><li>Rationale: </li></ul><ul><li>Hotel: These hotels are located all over the country and our target audience are able to afford. </li></ul><ul><li>Thai Airways: It is a Thai’s own airline, which represents Thailand’s uniqueness. It also has wide range of traveling routes, and offer good services. </li></ul><ul><li>American Express: It has good credibility that creates great appeals to multinational users </li></ul>
  34. 34. 4. Direct Sales <ul><li>Objectives: </li></ul><ul><li>To persuade target audience to take actions when being stimulated </li></ul><ul><li>To give information directly to the selected target group </li></ul><ul><li>Tools: </li></ul><ul><li>Distribution of t our package information letter to selected target </li></ul><ul><li>Toll-free call center </li></ul>
  35. 35. 5. Events <ul><li>Objectives: </li></ul><ul><li>To create awareness to our domestic target group. </li></ul><ul><li>To encourage public participation in the campaign </li></ul><ul><li>Tools: </li></ul><ul><li>- Campaign Grand opening </li></ul><ul><li>Channel: High traffic department store </li></ul><ul><li>Vehicles: Central World </li></ul><ul><li>Rational: The reason we chose Central world is because it is located in the heart of Bangkok. Central World is equipped with different types of facilities e.g. conference room and outdoor arena, which makes it an ideal place to set up a proper opening event. </li></ul>
  36. 36. <ul><li>6.Advertising </li></ul><ul><li>Objective: </li></ul><ul><li>To build brand awareness </li></ul><ul><li>To reinforce the message </li></ul><ul><li>To stimulate target audience </li></ul>
  37. 37. <ul><li>Channel: </li></ul><ul><li>Television commercial </li></ul><ul><li>Radio spot </li></ul><ul><li>Magazines </li></ul><ul><li>Newspapers </li></ul><ul><li>Out-of-Home Adverising </li></ul><ul><li>Transit Advertising </li></ul>
  38. 38. <ul><li>Vehicles: </li></ul><ul><li>1.Television commercial </li></ul><ul><li>National Geographic </li></ul><ul><li>AXN: Survivor, The Amazing Race </li></ul><ul><li>CNN: World News Asia </li></ul><ul><li>BBC: Asia Today </li></ul><ul><li>Rational: These channels are major channels in each selected country, which could deliver the messages effectively to target audience and, therefore, prevent waste reach to save media cost. </li></ul>
  39. 39. <ul><li>2.Radio Spot: </li></ul><ul><li>Domestic: </li></ul><ul><li>Met 107 Med 107 </li></ul><ul><li>Get 102.5 </li></ul><ul><li>Eazy FM 105.5 </li></ul><ul><li>Rational: These are English radio stations, which offer programs that give knowledge about Thailand; for example, Med 107 has a daily program that promotes different dimensions about Thailand. </li></ul><ul><li>International: </li></ul><ul><li>WBLI 106.1, NY </li></ul><ul><li>Heart 100.7, UK </li></ul><ul><li>Triple M 104.9, Sydney </li></ul><ul><li>Rational: These are major radio stations in each Country that can potentially attract target audience. </li></ul>
  40. 40. <ul><li>3.Newspapers </li></ul><ul><li>Domestic: </li></ul><ul><li>Bangkok Post </li></ul><ul><li>The Nations </li></ul><ul><li>Rational: These newspapers primary objective is directed at foreigners who are our target audience. </li></ul><ul><li>International: newspaper in </li></ul><ul><li>- China </li></ul><ul><li>- singapore </li></ul><ul><li>- USA </li></ul><ul><li>- England </li></ul><ul><li>- Japan </li></ul><ul><li>- France </li></ul>
  41. 41. <ul><li>4.Magazine </li></ul><ul><li>Domestic: </li></ul><ul><li>Travel & Leisure </li></ul><ul><li>Anywhere </li></ul><ul><li>tLIFESTLYE+TRAVEL </li></ul><ul><li>National Geography </li></ul><ul><li>International: </li></ul><ul><li>Reader’s Digest </li></ul><ul><li>Lonely Planet </li></ul><ul><li>Times </li></ul><ul><li>National Geographiy </li></ul>
  42. 42. <ul><li>Rationale: These magazines are major traveling mediums for most travelers both domestically and internationally. We choose to invest into various magazines because they have long life span, and each volume also has an opportunity to reach different hands. Moreover, high visual quality is allowed in order to illustrate the best visual impact. </li></ul>
  43. 43. <ul><li>5.Out of Home Ads </li></ul><ul><li>Billboards </li></ul><ul><li>- Flip board </li></ul><ul><li>- Light board </li></ul><ul><li>Rationale: Billboards are high-impact medium that offer larger-than-life visual, thus, they make it difficult for audience not to notice. They also work as brand reminder tools. </li></ul><ul><li>Mock-Up model </li></ul><ul><li>Rationale: To attract first impression because it gives 3 dimensional visual display which creates curiosity and amusement. </li></ul>
  44. 44. <ul><li>Transit Ads </li></ul><ul><li>- BTS </li></ul><ul><li>- Bus </li></ul><ul><li>Rationale: The best characteristic of transit ads is they allow both interior and exterior advertising, which give two different outcomes: interior advertisement gives brand reminder and more information to passengers; exterior advertisement reinforces and reminds people passing by. </li></ul><ul><li>Airport Trolleys </li></ul><ul><li>Rationale: They work as brand reminder while people are walking around in the airport, they help in reinforcing future decision-making to travel to Thailand. </li></ul>
  45. 45. Media plan <ul><li>What launch </li></ul><ul><li>Strategies </li></ul>
  46. 46. Television Commercial
  47. 47. Television Commercial 1 <ul><li>Target: </li></ul><ul><li>Men and women age range between 23-40 years old </li></ul><ul><li>Have reasonable income to afford traveling </li></ul><ul><li>C to B class of people </li></ul><ul><li>Fun-loving, out-going, adventurous nature </li></ul><ul><li>People who would like to take some times off and relax on their vacation </li></ul><ul><li>Promise: Feel the real relaxation in Thailand </li></ul><ul><li>Tone & Manner: </li></ul><ul><li>Dream-like atmosphere </li></ul><ul><li>Humor </li></ul>
  48. 48. <ul><li>Rationale: This first television commercial focuses on the overall perspectives of Thailand showing that target audience can take some times off from everyday stressful moment in their daily lives to feel the real relaxation. This is done through the use of collage to represent different places around Thailand. </li></ul><ul><li>Launch Period: </li></ul><ul><li>International: February </li></ul><ul><li>Rationale: This television commercial will encourage and allow target audience to make decision prior to the upcoming festival. We decide to launch this first TV commercial for only one month to let the second TV commercial comes in, this will help connect the target audience to the commercials by using a set of TV series. </li></ul>
  49. 49. Story Board 1 <ul><li>Visual </li></ul><ul><li>1. A business man is at his office and feels tired from his big pile of work. (long shot; covers the desk and business man) </li></ul><ul><li>2. He looks at the globe on the desk and thinks that if he spin the globe and stopped it by pointing on any country that his finger falls, he’ll choose to have a vacation in that country. (zoom in at business man and the globe) </li></ul><ul><li>3. When the globe stops spinning, his finger points at the map of Thailand. (zoom in at business man pointing at the map of Thailand in the globe ) </li></ul><ul><li>4. He starts dreaming about Thailand and what it will be like. (mid shot; zoom in at business man dreaming about Thailand) </li></ul><ul><li>Audio </li></ul><ul><li>1. Sound of keyboards typing and telephones ringing around him </li></ul><ul><li>Man’s voice: “sigh” </li></ul><ul><li>2. Silent; the man is thinking hard in his head </li></ul><ul><li>3. Sound of the globe spinning around </li></ul><ul><li>4. Sound of slow Thai instrumental music fading in playing in the background </li></ul>
  50. 50. <ul><li>Visual </li></ul><ul><li>5. He dreams that he receives a warm welcome from a Thai woman who wears Thai traditional dress in front of Thai traditional house. (zoom in; face close-up and pan to the bubble about his thought) </li></ul><ul><li>6. His mind thinks of interesting places in Thailand. (change the scene into collage of interesting places in Thailand) </li></ul><ul><li>7. He feels that someone is talking to him. (zoom in; middle shot of business man) </li></ul><ul><li>8. He becomes conscious when his boss wakes him up from his day dream. However, he is happy knowing that he now knows how to find a place for relaxation. (zoom out; cover business man, the desk, and his boss) </li></ul><ul><li>9. “Sensational Siam” Slogan comes up across a black background. </li></ul><ul><li>Audio </li></ul><ul><li>5. Sound of slow Thai instrumental music playing </li></ul><ul><li>6. Sound of slow Thai instrumental music playing </li></ul><ul><li>7. Sound of approaching footsteps. </li></ul><ul><li>Male voice over “Hey! Wake up.” </li></ul><ul><li>8. Sound of the boss complaining the man fading in the background. </li></ul><ul><li>9. silent </li></ul>
  51. 51. Television Commercial 2 <ul><li>Target: </li></ul><ul><li>Men and women age range between 23-40 years old </li></ul><ul><li>Have reasonable income to afford traveling </li></ul><ul><li>Fun-loving, out-going, adventurous nature </li></ul><ul><li>Promise: </li></ul><ul><li>Experience the real fun in Thailand </li></ul><ul><li>Tone & Manner: </li></ul><ul><li>Dream-like atmosphere </li></ul><ul><li>Fun </li></ul><ul><li>Excitement </li></ul>
  52. 52. <ul><li>Rationale: The overall scope of this second TV advertising is to reinforce the belief that real fun and excitement are waiting ahead, only if you decided to join us in our annual festival. We choose to put our character into a dream-like atmosphere setting because it gives a sense that joy is everywhere in Thailand only if your minds are opened to imagination, which this imagination is, eventually, found to be true. </li></ul><ul><li>Launch period: </li></ul><ul><li>International: March </li></ul>
  53. 53. Story Board 2 <ul><li>Visual </li></ul><ul><li>1. A foreign passenger arrives in Thailand; he is preparing to get out of the plane (Long shot; overall view of the airport with the plane) </li></ul><ul><li>2. A Thai flight attendant gives a warm welcome by paying respect in the Thai traditional way (“Wai”) (zoom in at flight attendant and passenger) </li></ul><ul><li>3. While the flight attendant is still paying respect, her clothes changed into a Thai traditional dress; the passenger’s clothes suddenly changed into a Hawaiian T-Shirt with a garland around his neck </li></ul><ul><li>4. When the passenger look around he sees Thai people splashing water and playing Thai instruments all over the place (zoom out and pan around the group of people playing the instruments around the passenger) </li></ul><ul><li>Audio </li></ul><ul><li>1. Sound of plane landing </li></ul><ul><li>2. Slow instrumental music playing in the background </li></ul><ul><li>3. Sound of CD player suddenly stops </li></ul><ul><li>4. Fast Thai traditional instrumental music comes into play. (Drums, cymbals, xylophone, flute) “Kang-kaow-kin-kluay” song </li></ul>
  54. 54. <ul><li>Visual </li></ul><ul><li>5. A Thai girl gently puts powder on the passenger’s face (zoom in at the passenger and the girl) </li></ul><ul><li>6. All replay back to the scene where flight attendant still wears her flight uniform and the passenger still wears his clothes; however, the powder is still on his face (zoom in on the passenger and the flight attendant) </li></ul><ul><li>7. Face close up shot; the passenger is smiling knowing that the powder is still on his face (zoom in; face close up shot). “Experience the real fun at Songkran Festival” comes up across the upper screen. </li></ul><ul><li>8. “Sensational Siam” Slogan comes up across a black background. </li></ul><ul><li>Audio </li></ul><ul><li>5. Fast Thai traditional instrumental music comes into play. (Drums, cymbals, xylophone, flute) “Kang-kaow-kin-kluay” song </li></ul><ul><li>(Music abruptly stops) </li></ul><ul><li>6. Slow instrumental music playing in the background (the same music playing in the second scene) </li></ul><ul><li>7. Silent </li></ul><ul><li>8. Silent </li></ul>
  55. 55. Radio Spot
  56. 56. <ul><li>Domestic: </li></ul><ul><li>Target: Male and female age 22-45, living in Thailand, working in offices or studying in universities and looking for something to do during the summer holiday. SES C-B+, enjoys new experiences and wants to have fun. </li></ul><ul><li>Rational: We use the sense of contrast to create a stopping power by using imperative words such as ‘will’. The information is given briefly, because it is aimed at domestic area, but the contact information is also included for people who want to find more abou Songkran Festival.The airing time is allocated from Mid-March to Mid-April, closer to the festival, to remind both Thai and foreigners about the festival. </li></ul><ul><li>Vehicles: </li></ul><ul><li>- Med 107 </li></ul><ul><li>- Get 102.5 </li></ul><ul><li>- Easy 105.5 </li></ul>Radio Spot 1
  57. 57. Radio Script 1 Title: Not too serious 40 secs. On-Air Date: Mid-March-Mid-April Domestic ___________________________________________________________________ SFX: sound of water splashing and people laughing ___________________________________________________________________ MVO: “This is not an ad to sale or promote a product. This ad will bring you fun, relaxtion and smiles. You will enjoy it, you will love it and you will crave for it.(serious and stressing words clearly, announcement-like) ____________________________________________________________________ SFX: sound of yanking a microphone ____________________________________________________________________ FVO: “Oh, come on. Relax! Let me do it.” (annoyed) “ Sensational Siam(paused)Thailand’s Summer Water Festival 2008, right here in Bangkok, Chiangmai, Phuket and other major cities around the country. For more information call 1672 or visit us at www.tourismthailand.org.th” ____________________________________________________________________
  58. 58. <ul><li>FVO: “Oh, come on. Relax! Let me do it.” (annoyed) </li></ul><ul><li>“ Sensational Siam(paused)Thailand’s Summer Water Festival 2008, right here in Bangkok, Chiangmai, Phuket and other major cities around the country. For more information call 1672 or visit us at www.tourismthailand.org.th” </li></ul><ul><li>SFX: theme music </li></ul><ul><li>FVO: “Sensational Siam, open your senses.” </li></ul><ul><li>“ Sensational Siam, your soul, your spirit, your Siam.” </li></ul>
  59. 59. Radio 2 <ul><li>International: </li></ul><ul><li>Target: Male age 20-48, open-minded and willing to experience new things, working in offices and enjoys traveling. SES C-B+. </li></ul><ul><li>Rationale: Use of emotional appeal by creating sense of curiosity to attract listeners. The use of ‘sexy’ theme gets the male target interested and the female curious and makes them want to get more information about the campaign. The airing time starts from Mid-February to Mid-March so that foreigners can plan their trips early and when they come to Thailand, they will be reminded again when domestic radio spots are on-aired. </li></ul><ul><li>Vehicles: </li></ul><ul><li>- WBLI 106.1, NY </li></ul><ul><li>- Heart 100.7, UK </li></ul><ul><li>- Triple M 104.9, Sydney </li></ul>
  60. 60. <ul><li>Title: Purrrfect Thailand 40secs. </li></ul><ul><li>On-Air Date: Mid-Feb-Mid-March International </li></ul><ul><li>SFX: sound of people chattering in cafeteria. </li></ul><ul><li>Ben: “So juicey, so tasty…ummm” (slow satisfied voice) </li></ul><ul><li>Nat: “Sorry?” (bewildered) </li></ul><ul><li>Ben: “Ahhh…so sexy. I can’t wait to have a taste of you” (more satisfied) </li></ul>Radio Script 2
  61. 61. <ul><li>Nat: “Are you talking to me?” (maddened) </li></ul><ul><li>Ben: “Yeah…Purrrfect. I wanna be in you, Sensational Siam!” (slow loud moaning) “W…what?I mean…No…Noooo!” (fading pleading voice) </li></ul><ul><li>___________________________________________________________________ </li></ul><ul><li>SFX: sound of hard face slapping </li></ul><ul><li>__________________________________________________________________ </li></ul><ul><li>SFX: slow and sexy theme song </li></ul><ul><li>____________________________________________________________________ </li></ul><ul><li>FVO: “Sensational Siam (paused) Thailand’s Summer Water Festival 2008, experience the fun of water splashing, meet the famous Siamese smiles and relax in the friendly environment. For more information call 1672 or visit us at www.tourismthailand.org.” </li></ul><ul><li>“ Sensational Siam, your soul, your spirit, your Siam.” </li></ul>
  62. 62. Print Advertising
  63. 63. <ul><li>Target: </li></ul><ul><li>Print media readers </li></ul><ul><li>Age between 21-35 years old </li></ul><ul><li>Travelers, who likes finding more information through traveling magazines </li></ul><ul><li>Promise: Readers will find more information and become more understanding about the festival through the website that is placed within the advertisement </li></ul><ul><li>Tone & Manner: Fun and cheerful. </li></ul>
  64. 64. <ul><li>We consider placing these series of ads internationally as well as domestic, we decided to translate these words as following; </li></ul><ul><li>Domestic International </li></ul><ul><li>Sodsai Smile </li></ul><ul><li>Sanook Splendid </li></ul><ul><li>Sabuy Splash </li></ul><ul><li>Songkran Siam </li></ul>
  65. 65. Sodsai = smile <ul><li>Text: Sodsai reflects Thai people personality and attitude as Thailand is known as the land of smile. We chose to express this word in yellow because it implies the feeling of brightness and freshness. </li></ul><ul><li>Picture: These kids are innocent and naive, they are better than adults in a way of showing their real feeling. The impression on their faces were sincere. </li></ul><ul><li>Color: We chose to blur out the background because we want the children to stands out in the picture. However, the background is still important because it can show the viewer the feeling of Songkran day. </li></ul><ul><li>Tone& manner: Fun and cheerfulness. </li></ul>
  66. 66. Sanook = Fun <ul><li>Text: Sanook(fun) is the feeling when you splash water to other people during the water festival. We choose to express this word because we want the viewer to get the feeling that they are going to have a good time in Thailand. White is the best fit color for the font in this picture bacause yellow will be difficult to read and black would be too strong. White also gives the feeling of calmness and it matches with the beach. </li></ul><ul><li>Picture: Thai beaches are one of our tourist attraction come to Thailand and using Thai local boys will be match with the background too. The way they hug each other shows the viewers that </li></ul><ul><li>Color: vivid and nice lighting with light beautiful beautiful. </li></ul><ul><li>Tone& manner: calmness and cozy feeling. </li></ul>
  67. 67. Sabuy = Relax <ul><li>Text: Sabuy is a good expression after played Songkran. It gives the comfortable, relaxing, White words is stand out with the dark color. </li></ul><ul><li>Picture: Elephant is a good present of Thailand because it all represent our culture and uniqueness. This picture reflects the real happiness moment of children </li></ul><ul><li>Color: Using high contrast between dark images and bright blue sky will make the whole ad more realistic and look interesting. </li></ul><ul><li>Tone& manner: Refreshing and fun. </li></ul>
  68. 68. Songkran water festival <ul><li>Text: Using the words in orange-gold color is matching with the logo color and orange is distinctive with the background as well. </li></ul><ul><li>Picture: The pervious 3 ads show the way of playing Songkran in modern way. This picture is a good picture to represent the water festival as it shows the difference in custom, equipment, and location which will bring us to the old day of the festival. </li></ul><ul><li>Color: Use sepia or ancient color to trace back into time </li></ul><ul><li>Tone& manner: Humbleness and fun. </li></ul>
  69. 69. Advertising Analysis <ul><li>Strategy: We use four consecutive “S” to start each advertising copy to connect one idea of each ad to another. By doing this, we apply storytelling technique to show the viewers different sensation that they will experience from visiting Thailand from the start to the end. As a result, we choose the words that most imply relaxing moment, thus Sodsai, Sanook, Sabuy and Songkran are the words that we use to support the main idea of “Sensational Siam”. Moreover, we also considered the execution of these ads on the international level, so the international version of these connected words are translated into smile, splendid, splash and Siam respectively. </li></ul>
  70. 70. Print advertising for Domestic
  71. 71. Rationale for format & time allocation in Domestic Print Media <ul><li>Magazine: Travel & leisure, tLIFESTYLE+TRAVEL, Anywhere, and National Geography </li></ul><ul><li>Launch on March with double gate- fold page. </li></ul><ul><li>April use full page of Songkran ad on April. </li></ul><ul><li>Rationale: We used double gate- fold page because the viewer can get all 4 concepts at a time. Using double page, allow viewers to see each ad clearly and it draws enough attention to viewer. Moreover, to lure the viewers with question or teaser will arouses the viewer to connect open the fold to the find out what this ads about. We decided to launch the ad before the festival only a month in order to remind our target. </li></ul>
  72. 72. <ul><li>Newspaper: Bangkok Post and The Nations </li></ul><ul><li>Both Bangkok Post and the Nations are using the same format </li></ul><ul><li>Start from third week of March to second week of April </li></ul><ul><li>Monday and Friday are using collage in full page while Tuesday and Thursday will be strip ad. </li></ul><ul><li>Rationale: We use full page for the newspaper on Monday and Friday because Monday is the first working day of the week. People will be interested in newspaper after they have a weekend. Moreover, many people read newspaper on Friday because they are looking for a place for dinning or a place to relax over weekend. We think using a same question of magazine as teaser into the newspaper would be great idea because we want to build their awareness to get involve to the festival. </li></ul>
  73. 73. Magazine Vehicles
  74. 74. Newspaper Vehicles
  75. 75. Print advertising for International
  76. 76. Rationale for format and time allocation in International Print Media <ul><li>Magazine: Times National Geography Reader’s Digest lonely Planet </li></ul><ul><li>For internation magazines, we decided to put double gate-fold page in the first month of the launching period which is in February, this is because we want to attract our target audiences early before the time of Songkran Festival so they have time to decide and get information about Thailand before hand. </li></ul><ul><li>In March, we put full page advertising to remind people about our campaign. Because during this time, people are already aware of our campaign so they don’t need big fancy advertising to remind them. In April, we decided not to put anything on the international magazine because at that time, our target group would already be in Thailand. </li></ul>
  77. 77. <ul><li>Newspaper: (in China, Singapore, United States, England, Japan and France) </li></ul><ul><li>In the first month (February) we will put one full page each week for the first two week to create awareness to our target and for the rest two week of the first month, we decided to put half page advertising to provide information about our campaign because doing advertising for international newspaper is very expensive so we try to make the most outcome from our limited budget. </li></ul><ul><li>In march, we decided to put strip ads on these newspaper every day for the whole first week to remind people but then for the rest three week of the month we decrease the frequency down to twice strip ads a week (Wednesday and Sunday) </li></ul>
  78. 78. Out of home media
  79. 79. Billboard & Flipping Board <ul><li>Billboard Location </li></ul><ul><li>Domestic: Siam, Silom, Lardprao, Rama IV, Siam BTS station </li></ul><ul><li>Airport: -DonMuang airport </li></ul><ul><li>-Suvannabhumi Thailand -Singapore </li></ul><ul><li>Sydney -Beijing& Shanghai China </li></ul><ul><li>-L.A& New York U.S. -U.K </li></ul><ul><li>-Narita& Osaka Japan -Germany Berlin </li></ul><ul><li>-France Paris -Italy Roam </li></ul>
  80. 80. <ul><li>Flipping Board Location </li></ul><ul><li>Domestic: BTS at Mo Chit, Siam, Thinglor, Silom </li></ul><ul><li>Airport: </li></ul><ul><li>-DonMuang airport -Italy Roam </li></ul><ul><li>-Suvannabhumi Thailand -Singapore </li></ul><ul><li>-Syndey -Beijing& Shanghai China </li></ul><ul><li>-L.A& New York U.S. -U.K </li></ul><ul><li>-Narita& Osaka Japan -Germany Berlin </li></ul><ul><li>-France Paris </li></ul>
  81. 81. Rational for billboard location <ul><li>Time& Quantity: 3 months billboard and 1 billboard in each area. </li></ul><ul><li>Billboards are larger-then-life visual, which draw primary attention, especially when placed in high traffic areas like Siam, Silom, and Rama IV. Drivers usually look around as they stuck on a highway, and practically, most drivers are able to notice signs around them even if they are driving pass . Moreover, billboards work as brand reminder, especially, to drivers who use the same traveling routes everyday. In addition, our billboards will also be launched at international airports to give information to foreign travelers, so they can see the impression of Songkran Festival from the ads and find out more about it at our official website </li></ul>
  82. 82. Domestic Billboard
  83. 83. Domestic Billboard Flipping board
  84. 84. Airport Billboard Airport Trolley
  85. 85. Billboard& Flipping location Lardprao Mochit Donmuang airport Suvannabhumi airport Siam Silom Thonglor Rama IV
  86. 86. Teaser Billboard <ul><li>Location: Siam, DonMuang airport, Suvannabhumi airport </li></ul><ul><li>Time: We decided to use first month of billboard space for teaser then change it into actual print ad for the rest 2 months. </li></ul><ul><li>Quantity: 1 billboard for each area </li></ul><ul><li>Budget: 100,000x 3= 300,000 (This cost already in the budget table) </li></ul><ul><li>Rationale: These location are the high-traffic area, especially Siam; the reason that we launch the teasers at the airports is it targeted directly to foreign travelers both traveling in Thailand and international. Teasers bring mystery to viewers’ minds, they trigger curiosity, thus making people want to know about what comes in the next episodes. The teasers will be set up for only one month during February, the actual advertisement will be launched instantaneously after February to create continuation. </li></ul>
  87. 87. Airport Trolley
  88. 88. International Billboard
  89. 89. International Billboard
  90. 90. World Map
  91. 91. Transit Advertising <ul><li>Vehicles: </li></ul><ul><li>BTS: BTS wraps and Poster inside sky train </li></ul><ul><li>Rationale: BTS provides both interior and exterior advertisement that give different advantages; interior advertisement gives brand reminder and more information to passengers; exterior advertisement reinforces and reminds people passing by. </li></ul>
  92. 92. Transit Advertising BTS
  93. 93. <ul><li>Bus: </li></ul><ul><li>Rationale: </li></ul>
  94. 94. Transit Advertising Bus
  95. 95. Mock Up Model <ul><li>Vehicles: </li></ul><ul><li>USA: JFK, New York </li></ul><ul><li>UK: Heathrow, London </li></ul><ul><li>France: Orly, Paris </li></ul><ul><li>Germany: Munich International Airport, Munich </li></ul><ul><li>Italy: Malpensa International Airport </li></ul><ul><li>Japan: Narita, Tokyo </li></ul><ul><li>Thailand: Suvannabhumi, Bangkok </li></ul><ul><li>Size: 2x2 m </li></ul><ul><li>Rationale: The mock-ups are intended to attract travelers so they will be interested in finding more information about Thailand. The use of major and well known models such as ‘TukTuk’ and ‘Giant Thai temple’ is to show travelers some ideas what Thailand can offer them. </li></ul>
  96. 96. Mock Up Model
  97. 97. Media Time Allocation
  98. 98. TVC 1 Timeline 3 3 3 3 BBC - Asia Today <ul><li>AXN </li></ul><ul><li>Survivor </li></ul><ul><li>The Amazing Race </li></ul>1 1 1 1 1 1 1 1 26-30 18-25 9-17 26-31 18-25 9-17 3 1 23-28 3 1 15-22 3 1 8-14 3 CNN - World News Asia 1 <ul><li>National Geographic </li></ul><ul><li>Showreal Asia </li></ul>1-7 April 1-8 1-7 Date March February Program
  99. 99. TVC 2 Timeline 3 3 3 3 BBC - Asia Today <ul><li>AXN </li></ul><ul><li>Survivor </li></ul><ul><li>The Amazing Race </li></ul>1 1 1 1 1 1 1 1 26-30 18-25 9-17 3 1 26-31 3 1 18-25 3 1 9-17 23-28 15-22 8-14 3 CNN - World News Asia 1 National Geographic - Showreal Asia 1-7 April 1-8 1-7 Date March February Program
  100. 100. Radio Time Schedule 23-30 8-14 15-22 23-31 8-14 15-22 23-28 8-14 15-22 April March February Stations 42 42 28 28 Heart 100.7, UK 42 42 28 28 Eazy 105.5 42 42 28 28 WBLI 106.1, NY 42 42 42 28 28 28 28 28 28 42 Triple M 104.9, Sydney 42 Get 102.5 42 Met 107 1-7 1-7 1-7
  101. 101. Mock Up Model Rationale: Americans and Europeans tend to plan their trip early, while Japanese’s golden week is during March and mock-ups in Suvannabhumi are reminders. Munich Narita 23-30 8-14 15-22 8-14 23-31 15-22 9-17 26-28 18-25 1-7 1-7 1-8 April March February Airports Suvannabhumi Malpensa Heathrow Orly JFK
  102. 102. Trolley Time Allocations 23-30 8-14 23-31 8-14 23-28 8-14 15-22 1-7 15-22 1-7 1-7 15-22 February Kingsford Smith, Sydney, Australia Suvannabhumi, Bangkok, Thailand Munich Int., Munich, Germany Orly, Paris, France Narita, Tokyo, Japan JFK, New York, USA Heathrow, London, UK April March Airports
  103. 103. Budget Allocation
  104. 104. Other IMC Budget Bt1,000,000 -location -catering 2.Public relation - Press conference - Press release Bt20,000 -web designer -programmer 1.Interactive - Website: www.sensationalsiam.org.th Amount Description Categories
  105. 105. Bt100,000 <ul><li>Contract with Thai Airways </li></ul><ul><li>Contract with American Expresss </li></ul><ul><li>Contract with hotels </li></ul>3.Promotion Bt 6,320,000 Total Bt5,000,000 <ul><li>Location </li></ul><ul><li>Catering </li></ul><ul><li>MC </li></ul>5.Event - Campaign grand opening Bt 200,000 <ul><li>Distribution of tour package </li></ul><ul><li>Toll-free number </li></ul>4.Direct Sales Amount Description Categories
  106. 106. Television Commercial 2,500,000 x 24 = 60,000,000 BBC - Asia Today Total Bt40,000,000 Bt180,000,000 Grand Total 2,500,000 x 24 = 60,000,000 ธ TVC 30” 2,500,000 x 8 = 20,000,000 <ul><li>AXN </li></ul><ul><li>Survivor </li></ul><ul><li>The Amazing Race </li></ul>2,500,000 x 8 = 20,000,000 2,500,000 x 8 = 20,000,000 CNN - World News Asia TVC 30” National Geographic - Showreal Asia TVC 30” Amount Description TV Program
  107. 107. Radio Total Bt1,864,800 x 3 Bt11,188,800 Amount Description Stations 50 secs <ul><li>International: </li></ul><ul><li>- WBLI 106.1, NY </li></ul><ul><li>Heart 100.7, UK </li></ul><ul><li>Triple M 104.9, Sydney </li></ul>Bt1,864,800 x 3 40 secs Domestic: - Met 107 - Get 102.5 - Eazy 105.5
  108. 108. Budget allocation of Domestic Print Media Total Bt 1,360,000 Grand Total Total Bt2,800,000 Bt4,160,000 (150,000x 2) x 4 = Bt1,200,000 (20,000 x 2)x 4 = Bt160,000 Full page on Monday& Friday 4 weeks per month Strip ad on Tuesday& Thursday 4 weeks per month <ul><li>Newspaper </li></ul><ul><li>Bangkok Post </li></ul><ul><li>The Nation </li></ul>600,000 x 4 = 2,400,000 100,000 x 4 = 400,000 March: Double gate-folds page (6 pages) April: Full page <ul><li>Magazines </li></ul><ul><li>National geography </li></ul><ul><li>Anywhere </li></ul><ul><li>tLifestyle+ Travel </li></ul><ul><li>Travel+ Leisure </li></ul>Amount Description Print Media
  109. 109. Budget allocation of International Print Media <ul><li> </li></ul>Bt9,060,000 Grand Total Total 6,260,000 Total 2,800,000 2,000,000x2=4,000,000 1,000,000x2=2,000,000 20,000x13= 260,000 Feb: - Full page (2) - half page (2) March: strip ads (13) Newspaper - China - singapore - USA - England - Japan - France 600,000x4=2,400,000 100,000x4=400,000 Feb: Double gate-fold page March: Single bleed page Magazine -Times -National Geography -Reader’s Digest -Lonely Planet Amount Description Print Media
  110. 110. Budget allocation for domestic& International billboard Total = 18,900,000 900,000x8 = 48 million 900,000x 13 = 11,700,000 Standard size <ul><li>Billboard </li></ul><ul><li>-Siam </li></ul><ul><li>-Silom </li></ul><ul><li>-Lardprao </li></ul><ul><li>-Rama IV </li></ul><ul><li>(4 continuous billboards) </li></ul><ul><li>-Siam BTS station </li></ul><ul><li>Airport </li></ul><ul><li>-DonMuang </li></ul><ul><li>-Suvannabhumi </li></ul><ul><li>-Singapore </li></ul><ul><li>-Sydney Australia </li></ul><ul><li>-Beijing China </li></ul><ul><li>-L.A& New York U.S. </li></ul><ul><li>-Heathrow London </li></ul><ul><li>-Narita& Osaka Japan </li></ul><ul><li>- Berlin Germany </li></ul><ul><li>Paris France </li></ul><ul><li>-Milan Italy </li></ul>Amount Description
  111. 111. Transit Advertising Total: 2,400,000 Bt4,650,000 Grand Total (50,000x15) x 3 = 2,250,000 5 buses/3 routes 3 months <ul><li>Bus </li></ul><ul><li>Side sticker </li></ul><ul><li>Rare sticker </li></ul>900,000 x 2=1,800,000 300,000 x 2=600,000 1train per route (Silom & Sukhumvit) <ul><li>BTS </li></ul><ul><li>Wrap </li></ul><ul><li>poster in sky train </li></ul>Amount Description Transit medium
  112. 112. Mock Up Model Bt3,500,000 Total 3 rd week of March to 2 nd week of April March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March Description 500,000 Orly Paris, France 500,000 Suvannabhumi BKK, Thailand 500,000 Narita Tokyo, Japan 500,000 Munich international airport Munich, Germany 500,000 Heathrow London, UK 500,000 Kingsford Smith Sydney, Australia 500,000 JFK New York, USA Amount Airport
  113. 113. Trolley Budget Allocations Total Bt4,200,000 Bt200,000 x 3 100 trolleys /month Orly Paris, France Bt200,000 x 3 100 trolleys /month Munich Int. Munich, Germany Bt200,000 x 3 100 trolleys/month Suvannabhumi Bangkok, Thailand Bt200,000 x 3 100 trolleys /month Narita Tokyo, Japan Bt200,000 x 3 100 trolleys /month Heathrow London, UK Bt200,000 x 3 100 trolleys /month Kingsford Smith Sydney, Australia Bt200,000 x 3 100 trolleys/month JFK New York, USA Amount Description Airports
  114. 114. Budget Allocation