TAT expands social media marketing, launches "Smile Land" games
24-Jul-2011 | News-Press Release
The first two games are designed around two of Thailand’s most popular attractions: the iconic “tuk-tuk” game, and the delicious and innovative “Thai food” game, always a big draw.
The games are generally branded as “Smile Land,” taking their cue from Thai culture once again, and the world famous “Thai smile.” The games, as one would expect, are targeted mostly at the world’s younger people, the ones who’ve grown up using SmartPhones, and using Facebook and Twitter almost as extensions of theirselves and personalities.
These modern weapons of mass advertising will take a giant leap towards broadening Thailand’s exposure, popularity, and visibility, given that this niche of techno adepts is now about one billion strong and growing.
The TAT Governor, Mr. Suraphon Svetasreni, put it directly and succinctly at a launch press conference at Digital Gateway in Bangkok’s bustling and youthful shopping centre Siam Square, “The TAT has initiated an active digital marketing strategy in order to promote and strengthen the image and positioning of Thailand's tourism industry. Digital is the new media to reach the Internet and SmartPhone users, all of whom are well-educated with high income levels.
“In 2010, the TAT enjoyed considerable success in promoting Thai tourism through online marketing. Our efforts are also being recognized. We are particularly proud to have received the PATA Gold Awards 2011 on Marketing, Primary Government Destination: “Amazing Thailand social networking.”
The TAT is certainly moving from strength to strength as there are already over 200,000 fans of the “Amazing Thailand” Facebook page, followers of Twitter@ThailandFanClub (for foreign tourists) and @Go2Thailand (for Thai travelers).
Since the TAT launched the “Amazing Thailand Mobile Application” on the iPhone, Blackberry, Android, iPad and Nokia platform last December, they have tracked over 20 million hits and over 200,000 downloads, a pretty amazing debut.
The latest apps to be launched are the “Smile Land” games through Facebook, which has more than 700 million users. In addition, mini-games will be available on iPad, iPhone and other SmartPhones. Users will be able to accumulate points and win gifts.
The first two games launched are:
1st Game: “Tuk Tuk Racing”: The object of this game is to be the best tuk tuk driver. Players need to drive a tuk tuk to the final destination as fast as possible. On the way, there are many obstacles that players must overcome and they’ll need to draw on the help of a wizard to win.
2nd Game: “Somtam Sukjai” is a Thai-cooking game. It is designed for iPad users only and can be downloaded from an iPad Apple store. Players become “chefs” and need to find and choose the proper ingredients as listed on a menu within a limited period of time.
These two games are available to play already.
The next 3 games, which will be available in September 2011, are: “Muay Thai,” for iPhone users to find the best Thai boxers; “Siam Tempo,” for users of SmartPhones with an Android application; and “Siam Fun Fair,” for users of the Nokia SmartPhone.
Mr. Suraphon further stated that “The launch of the ‘Smile Land’ campaign is another important step forward in the TAT’s digital marketing strategy. TAT is expecting these ‘Smile Land’ games to be extremely popular among tourists. We expect to reach more than one billion potential target users worldwide, expand our databases from 500,000 to one million by the end of this year, and increase the frequency of use and access to the TAT’s social networking media and mobile applications.”
In the 3 new games, players will create an Avatar in their preferred style and search for items to complete their mission while traveling through some 200 of Thailand’s favorite tourist attractions. Not only it is fun, it’s a great experience that raises players’ awareness of the appeal and diversity of tourism in Thailand. A very clever, modern way to promote Thailand indeed!
For further details on “Smile Land”,
please check out www.SmileLandGame.com, www.facebook.com/SmileLandGame and twitter@SmileLandGame.
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
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