ASIA-PACIFIC – BANGKOK, THAILAND, JULY 2011 – MRM Worldwide, McCann Worldgroup’s digital and direct full service agency, has created a new online campaign for the Tourism Authority of Thailand (TAT). ‘Hearing the Sunshine by Amazing Thailand’ is a series of web films about journeying through the country based on the collective experiences of real travellers and the amazing moments from the Land of Smiles.
The webisodes are the next phase of TAT’s very successful ‘Most Amazing Show on Earth’ umbrella campaign. The first phase of the campaign, launched in April 2011, called for visitors to the Kingdom to submit their most amazing moments in Thailand by uploading their unique travel stories in the form of photo essays via website and social media. Those submissions were the inspiration for the webisode series in phase two, which focuses on journeying through the country based on the collective experiences of real travellers.
Jackie Wang, general manager of MRM Worldwide in Thailand, said, “The newly launched campaign has found great resonance with viewers from around the world. It has barely been over a week since the launch and already ‘Hearing the Sunshine by Amazing Thailand’ has been viewed more than 300,000 times. We are confident that this will continue to be an upward trend, especially given the inclusion of interactive elements such as tagging ts related to each episode, which will go towards entering a sweepstakes draw to win ts from Thailand.”
Hearing the Sunshine by Amazing Thailand centers around two travellers, a sound artist and a photographer, each of whom have their own unique ways of interacting with and interpreting the world around them. The films follow each of them on their separate journeys through Thailand as they share amazing moments together and their relationship develops. Each of them is on a journey of discovery; of themselves, of each other, and of the beauty of Thailand and its people.
“We wanted to create a reminder for those who visited Thailand of what they loved about this country. At the same time, we wanted to showcase Thailand’s beauty for people who have never visited Thailand, as seen through the eyes of other travellers,” said Martin Lee, chief creative officer, McCann Worldgroup.
Watch ‘Hearing the Sunshine’ at www.mostamazingshow.com.
