THE TOURISM Authority of Thailand (TAT)’s promotional video, Hearing the Sunshine, has attracted more than 300,000 views on various social media channels since its premiere in early June. This figure includes more than 100,000 hits on YouTube within the last week.
Sugree Sithivanich, director of TAT’s advertising and public relations department, said the interest shown in the video was significant, as it had been produced as part of the Thai NTO’s efforts to restore Thailand’s image as a safe destination, and to reiterate the Amazing Thailand, Always Amazes You branding.
“Over the last few years, Thailand’s image has been battered by several factors,” he said. “The phenomenal feedback on the film signifies visitors’ continued interests in our country.”
Hearing the Sunshine is divided into seven episodes, and is based on two real travellers: a sound artist and a photographer. By featuring real stories narrated by previous visitors to Thailand, the TAT is hoping to give prospective visitors a realistic picture of tourism in the country.
The promotional video is part of TAT’s The Most Amazing Show on Earth campaign, which includes a photography competition on the microsite www.mostamazingshow.com, and a television commercial broadcasted on international networks.
The Most Amazing Show on Earth campaign is likely to be carried forward into TAT’s 2012 tourism marketing strategy, which is in the process of being mapped out.
By Sirima Eamtako
