Published on May 22, 2013
Bangkok, Thailand – March 22, 2013: One TV commercial spot and one video clip produced by the Tourism Authority of Thailand (TAT) were among the top-three award winners at an international Tourism Film and Multimedia Competition held at the International Tourism Bourse (ITB 2013), the world’s largest travel trade show held in the German capital of Berlin between 6-10 March 2013.
The videos are “Mae La Na”, which won second prize for outstanding contribution in the Golden City Gate awards, and “Warm Welcome”, which won third prize. Both are delightfully entertaining pieces of film-making designed to portray the kingdom’s primary tourism value proposition, its “Thainess”, in a warm-hearted, sensitive manner.
“Mae La Na” is a 6.32 minute video clip showing a young Caucasian male experiencing the slow pace of local life at a Mae La Na home stay in northern Thailand. He lives with a Thai village family in Mae Hong Son Province, on the border with Myanmar, enjoying the simplicity of the rural lifestyle amidst greenery and fresh air, learning how to cook Thai food, participating in local traditions and cultural festivals, visiting Mae La Na cave, and working in a rice paddy.
“Warm Welcome” is a rapid-fire, one-minute TV commercial spot that also shows a young Caucasian male on a whirlwind tour of the entire country with its huge diversity of cultural and natural backdrops, and using various means of transport; such as, taxis, tuk-tuks and boats. A sequence of nearly 20 “Thainess” activities that visitors can enjoy in the kingdom, shot in 30 locations over nine days, are expertly edited into the clip. The finale shows him realising how “Amazing Thailand Always Amazes You”.
Mr. Suraphon Svetasreni, Governor, Tourism Authority of Thailand said, “It’s an honour for TAT to receive these two awards. Our production team faced a huge challenge in trying to present so many different facets of Thai culture, traditions, heritage, and society in a fun, entertaining way. I am very pleased to see that their work has been recognised.”
“These promotional videos and advertising clips are designed to highlight Thailand’s unique selling propositions, including both the ‘hardware’; such as, the extensive tourist attractions, and the ‘software’ such as “Thainess” and “Hospitality” – all of which have impressed millions of visitors over the years,” the TAT Governor added.
The Governor said the clips would be promoted via all forms of digital and social media, publicised at major world events and international travel marts and submitted as entries in global advertising and marketing communications competitions.
The Tourism Media Award, the Golden City Gate, is an annual tourism marketing competition organised since 2001 at the ITB Berlin. It offers a platform for stakeholders in tourism to present their corporate videos, online and print advertising and other promotions to an international audience at the ITB Cinema. The awards’ international jury is composed of representatives of various sectors: city marketing, hotel management, artists, associations, travel industry, and CEO’s.
The Golden City Gate takes place under the patronage of the German Federal Association of Film and Audio-visual producers.
International Public Relations Division
Tourism Authority of Thailand
Tel: +66 (0) 2250 5500 ext. 4545-48
Fax: +66 (0) 2253 7419
Web site: www.tatnews.org