TAT & Nat Geo Launches The Beach Long Form Programme to Promote Thailands Tourism
Thailand’s magnificent beaches were the focus of an hour-long documentary broadcast by National Geographic TV channel worldwide on 20 June, 2014. The programme marks the start of marketing campaigns to be launched by the Tourism Authority of Thailand (TAT) to help the travel and tourism sector make a quick recovery from the impact of the recent political unrest.
Appropriately entitled “The Beach,” the TAT-supported documentary presented the story of Thailand’s beaches as depicted through the eyes and perspective of Mr. Ben Horton, a Nat Geo emerging explorer and professional photographer.
Mr. Horton travelled to Phra Nang, Ao Nang, Ko Phi Phi, Ko Phangan and Hua Hin, covering beaches along the coastlines of both the Andaman Sea and the Gulf of Thailand, to capture their pristine beauty and record the experiences of both foreigners and local Thai people.
“The Beach” was broadcast over Southeast Asia, Hong Kong, Korea, Taiwan, China, Australia/New Zealand, Japan, India, Europe and Abu Dhabi.
After being intensively promoted via 4,087 spots, the National Geographic estimates that the documentary was seen in over 245 million households across Europe, Asia and the Middle East regions. It will be shown 57 times overall. TAT will also distribute it at all international travel trade shows in a DVD format over the next 12 months.
In Thailand, it was aired on TV Nat Geo and True Vision channel 569.
TAT Governor Thawatchai Arunyik said, “Due to the political unrest in the first quarter of 2014, we had suspended all advertising in global media and replaced it with stepped up public relations and social media activities to boost visitor confidence. Now that the situation has stabilised, we are ready to resume our global campaigns.”
“As such, the timing of the National Geographic documentary offered a perfect start for the relaunch. Thailand’s wonderful beach resorts are our most popular tourism asset. The documentary offered the world a very good reminder of the fact that Thailand is back to normal and ready to welcome visitors.”
In his photo essay, Mr. Horton describes Thailand’s beaches as “relaxing”, “unspoilt” and even a part of the “search for spirituality.”
He says, “In my travels, in my photographs, in my search…, I’m sure I will come across many answers… Paradise, as a place could be equal parts of the geography and landscape… But one of the things that makes each place special and unique…is its people. “Amazing Thailand, It Begins with the People…”
The promotional trailer of “The Beach” can be seen here:https://www.youtube.com/watch?
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