The Tourism Authority of Thailand extends an invitation to travellers worldwide to immerse themselves in the wonders of Songkran, the Thai New Year festival. As Songkran has been nominated for UNESCO’s ‘Intangible Cultural Heritage’ status and is set to be celebrated with unprecedented grandeur across Thailand in April, the Tourism Authority of Thailand (TAT) is launching a campaign to introduce this vibrant festival to BBC audiences globally. Spearheaded by a unique 30-second animated advertisement produced by BBC Storyworks Commercial Productions in Singapore, the campaign will run from April 10 to June 15, 2024.
This creative endeavour aims to spotlight the broader social and cultural significance of Songkran, featuring a bespoke animated character as the central storyteller—an international traveller appealing to both the young and the young at heart. Viewers will follow his journey through Thailand, immersing themselves in a plethora of distinctly Thai experiences.
The colourful clip showcases rich visuals of Thai culture, people, food, nature, landmarks, and scenery, inviting viewers to discover the essence of Songkran. The advertisement will be featured on the newly launched BBC app, BBC.com site, and the BBC News channel.
Mr John Williams, Vice President of Advertising Sales, Singapore & SEA, BBC Studios Global Media & Streaming, expressed enthusiasm about the collaboration, emphasizing BBC News’ platforms’ ability to engage travel-interested audiences globally. He noted that the animation’s joyful tone and shareability would resonate with viewers, enticing them to explore Thailand.
Mr Nithee Seeprae, TAT Deputy Governor for Marketing Communications, expressed delight in collaborating with BBC on this campaign, emphasizing the importance of reaching international audiences through BBC’s extensive network. He believes that this well-crafted campaign will effectively showcase the allure of Songkran to those unfamiliar with the festival, fostering lasting memories and inspiring future visits to Thailand.
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