MRM Worldwide rolls out new online campaign for TAT

The ‘Hearing the sunshine by amazing Thailand’ campaign 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' that are forever marked in their memories.

It focuses 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.

This is the second phase of TAT’s ‘Most amazing show on Earth’ umbrella campaign, of which the first phase was launched in April 2011.

Jackie Wang, general manager of MRM Worldwide in Thailand, said the campaign has found great resonance with viewers from around the world, and that it has been viewed more than 300,000 times in a week since the launch.

“We are confident that this will continue to be an upward trend, especially given the inclusion of interactive elements such as tagging gifts related to each episode, which will go towards entering a sweepstakes draw to win gifts from Thailand,” Wang added.

Martin Lee, chief creative officer, McCann Worldgroup, said, “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.”