Thai Leisure Group: turning Songkran into a brand-building moment

Thai Leisure Group: turning Songkran into a brand-building moment
Tweet
Share
Share
Pin
0 Shares

Case study · Travel & Leisure

Thai Leisure Group wanted to use Songkran, Thai New Year, to build awareness of its restaurants, celebrate Thai culture and bring in Gen Z diners. We staged a large-scale water fight and hosted a dining event for creators. It earned 10 national pieces, and the restaurants were fully booked during the campaign.

  • Fully booked during the campaign
  • 10 national pieces
  • 20M media circulation
  • 22 creator posts
People having a water fight to celebrate Songkran
  • Client Thai Leisure Group
  • Sector Restaurants and hospitality
  • Services Experiential PR, influencer marketing
  • When Songkran, Thai New Year
  • Audience Gen Z diners
  • Channels National media, creators, social

What did Thai Leisure Group need?

Thai Leisure Group runs Thai restaurant brands. It wanted to build awareness, celebrate Thai culture and drive footfall among Gen Z diners.

  • Business objective: fill restaurants during the campaign period.
  • Communication objective: use Songkran to build awareness of the restaurants and Thai culture with Gen Z.

What was the insight?

Songkran is the world’s biggest water fight. It is fun, visual and made for social, and most people in the UK have never heard of it.

The idea was bring Songkran to the UK.

What did we do?

  • A water fight stunt. A large-scale water fight brought the festival to life.
  • A hosted dining event. Creators and media tasted the food and the culture.
  • Creators. 22 creator posts took the celebration to Gen Z.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs National pieces of coverage 10 Prohibition coverage log
Outputs Media circulation 20M Prohibition coverage log
Outputs Creator posts 22 Prohibition campaign reporting
Impact Restaurant bookings during the campaign Fully booked Thai Leisure Group

What did Thai Leisure Group get from it?

A cultural moment that filled tables. The restaurants were fully booked during the campaign.

What did we learn?

  • Culture is content. A real festival gave us a story and the pictures.
  • Pair spectacle with the product. The dining event turned attention into appetite.
  • What we would do differently. track bookings by source, so we can show how many came from the campaign.