Tourism Authority Of Thailand Promo, Case study THAILAND AT 5CM by McCann Bangkok, Weber Shandwick Asia Pacific

THAILAND AT 5CM

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Industry Destinations (Countries & Places)
Media Promo & PR, Case study
Market Thailand
Agency McCann Bangkok
Associate Creative Director Anuwat Nitipanont
Executive Creative Director Supachai Toemtechatpong
Copywriter Piyakan Sirichankachorn
Agency Weber Shandwick Asia Pacific
Released October 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: TOURISM AUTHORITY OF THAILAND
Product/Service: COUNTRY PROMOTION
Agency: McCANN WORLDGROUP
Agency: WEBER SHANDWICK
Chief Creative Officer: Martin Lee (McCann Worldgroup)
Executive Creative Director: Supachai Toemtechatpong (McCann Worldgroup)
Associate Creative Director: Anuwat Nitipanont (McCann Worldgroup)
Copywriter: Piyakan Sirichankachorn (McCann Worldgroup)
Junior Art Directoer: Tikhamporn Chuenkittivoravat (McCann Worldgroup)
Junior Art Director: Kantapon Meateekul (McCann Worldgroup)
Senior Account Manager: Chanokkan Nitijanya (McCann Worldgroup)
Account Executive: Chuenchonnani Daychapratoomwan (McCann Worldgroup)
Digital Strategic Planning Director: Numpol Chantathanakorn (McCann Worldgroup)
Senior Flash Animator: Kongsak Pongsuradate (McCann Worldgroup)
Programmer: Khwanchai Kaewyos (McCann Worldgroup)
Senior Flash Programmer: Seksun Duangsong (McCann Worldgroup)
Project Director: Suwit Jantawong (McCann Worldgroup)
Media placement: Social Network - Facebook (Discover Thailand Fanpage) - 15 Oct - End Of Dec 2011
Media placement: PR News - Www.admaxnetwork.com - 30 Oct 2011
Media placement: PR News - Www.BANGKOKPOST.com - 31 Oct 2011
Media placement: PR News - Www.tropical-Magazine.com - 1 Dec 2011
Media placement: PR News - Www.campaignsingapore.sg - 15 Dec 2011
Media placement: PR News - Www.positioningmag.com - 31 Jan 2012
Media placement: PR News - Marketing-Interactive.com - 3 Oct 2011
Media placement: PR New - Www.mysinchew.com - 12 Oct 2011
Media placement: PR News - Minismallnews.blogspot.com - 1 Dec 2011
Media placement: Leaflet & Standee - Tourist Attractions - 15 Oct - End Of Dec 2011
Summary of the Campaign
In October 2011, Thailand suffered severe flooding in the centre of the country. Flood pictures swamped the international news media and online, giving the impression that the whole country was affected. The tourist authority issued press releases to counter these pictures but the words had little effect.
Challenge
Counter the negative news media and show that only certain areas in Thailand are affected.
Strategy
Use the same medium that had caused the problem, photographs, to be a part of the solution.
Idea
'Thailand at 5cm'
We invited tourists living in Thailand to snap a rarely seen angle of the country: Pictures taken from just 5cm above the ground, an angle that would let everyone know that this area wasn’t flooded.
Visitors from all over the world joined in and showed their 'Thailand at 5cm' shots to their friends and social connections via our Fan Page. People everywhere could then see the truth of where the floods were happening and where the country was perfectly dry.
These pictures were then mapped to Google Map so that potential visitors could see for themselves the conditions in the area that they wanted to visit. Real pictures, of a real place, in real time, told more than a thousand words of explanation could ever do.
Result
• A new, more accurate picture of Thailand emerged very quickly.
• Tourists became the voice of Thailand by sharing photos and generating over 1.45m impressions.
• Non-flooded tourist areas saw an increase in visitor numbers.
The Situation
In October 2011, Thailand suffered severe flooding in the centre of the country. Flood pictures swamped the international news media and online, giving the impression that the whole country was affected. The tourist authority issued press releases to counter these pictures but the words had little effect. Tourists, a major source of income for the country, stayed away.
The Goal
Counter the negative news media and show that only certain areas in Thailand are affected.
The Strategy
Use the same medium that had caused the problem, photographs, to be a part of the solution.
Execution
'Thailand at 5cm'
We invited tourists and people living in Thailand to snap and share a rarely seen angle of the country: Pictures taken from just 5cm above the ground, an angle that would let everyone know that this area wasn’t flooded.
Visitors from all over the world joined in and showed their 'Thailand at 5cm' shots to their friends and social connections via our Fan Page. People everywhere could then see the truth of where the floods were happening and where the country was perfectly dry. These pictures were then mapped to Google Earth so that potential visitors could see for themselves the conditions in the area that they wanted to visit.
Real pictures, of a real place, in real time, told more than a thousand words of explanation could ever do.
Documented Results
• A new, more accurate picture of Thailand emerged very quickly.
• Tourists became the voice of Thailand by sharing photos of the country and generating over 1.45m impressions.
• Non-flooded tourist areas saw an increase in visitor numbers.