BBC’s campaign to bring Thailand’s Songkran to global audiences (video)

To dazzle global audiences with the splendour of Thailand’s Songkran festival, the Tourism Authority of Thailand (TAT) has teamed up with the British Broadcasting Corporation (BBC) for an unprecedented campaign.

Scheduled to kick off this April, the campaign aims to thrust Songkran into the limelight, capitalising on its recent nomination for UNESCO Intangible Cultural Heritage status.

Fronted by a captivating 30-second animated advertisement crafted by BBC Storyworks Commercial Productions in Singapore, the campaign promises to be a visual feast. Running from April 10 to June 15, the ad delves into the profound social and cultural significance of Songkran, featuring a bespoke animated character as the narrative linchpin – an intrepid global traveller sure to resonate with audiences of all ages.

Transporting viewers on a vicarious journey through Thailand, the ad showcases a tapestry of vibrant experiences, from traditional customs to delectable cuisine, and breathtaking landscapes to spirited celebrations. This vivid tapestry of Thai culture is set to unfold on the newly launched BBC app, BBC website, and BBC News channel, ensuring maximum exposure to eager audiences worldwide.

John Williams, Vice President of Advertising Sales at BBC Studios Global Media & Streaming, expressed his enthusiasm, affirming that BBC News platforms are primed to captivate travel enthusiasts globally. He praised the campaign’s innovative animation and its potential to reignite wanderlust among previous visitors to Thailand.

Nithee Seeprae, TAT Deputy Governor for Marketing Communications, echoed this sentiment, emphasising the campaign’s importance in spotlighting Songkran’s timeless allure, reported Pattaya Mail.

He lauded the collaboration with BBC as pivotal in showcasing Thailand’s myriad attractions to a diverse international audience.

In related news, looking ahead to the upcoming Songkran festival, a trade group predicts a boost in restaurant sales during the second quarter, which could potentially surpass pre-pandemic levels, despite the current stagnant economy. Thaniwan Kulmongkol, President of the Thai Restaurant Association, noted that although the second quarter is typically a slow season for the Thai restaurant industry, the Songkran festival is expected to stimulate sales.