1. Complete Creative Brief

9. Creative Work

16. Consumer Insight

17. We love shopping! It is cheap to travel in Thailand. Australian American

18. We all enjoyed scuba Diving at Kor-Chang. Bangkok is the first place that comes to mind when I think of Thailand. British Denmark

28. IMC Plan

46. Television Commercial

55. Radio Spot

57. Radio Script 1 Title: Not too serious 40 secs. On-Air Date: Mid-March-Mid-April Domestic ___________________________________________________________________ SFX: sound of water splashing and people laughing ___________________________________________________________________ MVO: “This is not an ad to sale or promote a product. This ad will bring you fun, relaxtion and smiles. You will enjoy it, you will love it and you will crave for it.(serious and stressing words clearly, announcement-like) ____________________________________________________________________ SFX: sound of yanking a microphone ____________________________________________________________________ FVO: “Oh, come on. Relax! Let me do it.” (annoyed) “ Sensational Siam(paused)Thailand’s Summer Water Festival 2008, right here in Bangkok, Chiangmai, Phuket and other major cities around the country. For more information call 1672 or visit us at www.tourismthailand.org.th” ____________________________________________________________________

62. Print Advertising

70. Print advertising for Domestic

73. Magazine Vehicles

74. Newspaper Vehicles

75. Print advertising for International

78. Out of home media

82. Domestic Billboard

83. Domestic Billboard Flipping board

84. Airport Billboard Airport Trolley

85. Billboard& Flipping location Lardprao Mochit Donmuang airport Suvannabhumi airport Siam Silom Thonglor Rama IV

87. Airport Trolley

88. International Billboard

89. International Billboard

90. World Map

92. Transit Advertising BTS

94. Transit Advertising Bus

96. Mock Up Model

97. Media Time Allocation

100. Radio Time Schedule 23-30 8-14 15-22 23-31 8-14 15-22 23-28 8-14 15-22 April March February Stations 42 42 28 28 Heart 100.7, UK 42 42 28 28 Eazy 105.5 42 42 28 28 WBLI 106.1, NY 42 42 42 28 28 28 28 28 28 42 Triple M 104.9, Sydney 42 Get 102.5 42 Met 107 1-7 1-7 1-7

101. Mock Up Model Rationale: Americans and Europeans tend to plan their trip early, while Japanese’s golden week is during March and mock-ups in Suvannabhumi are reminders. Munich Narita 23-30 8-14 15-22 8-14 23-31 15-22 9-17 26-28 18-25 1-7 1-7 1-8 April March February Airports Suvannabhumi Malpensa Heathrow Orly JFK

102. Trolley Time Allocations 23-30 8-14 23-31 8-14 23-28 8-14 15-22 1-7 15-22 1-7 1-7 15-22 February Kingsford Smith, Sydney, Australia Suvannabhumi, Bangkok, Thailand Munich Int., Munich, Germany Orly, Paris, France Narita, Tokyo, Japan JFK, New York, USA Heathrow, London, UK April March Airports

103. Budget Allocation

104. Other IMC Budget Bt1,000,000 -location -catering 2.Public relation - Press conference - Press release Bt20,000 -web designer -programmer 1.Interactive - Website: www.sensationalsiam.org.th Amount Description Categories

112. Mock Up Model Bt3,500,000 Total 3 rd week of March to 2 nd week of April March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March 3 rd week of February to 2 nd week of March Description 500,000 Orly Paris, France 500,000 Suvannabhumi BKK, Thailand 500,000 Narita Tokyo, Japan 500,000 Munich international airport Munich, Germany 500,000 Heathrow London, UK 500,000 Kingsford Smith Sydney, Australia 500,000 JFK New York, USA Amount Airport

113. Trolley Budget Allocations Total Bt4,200,000 Bt200,000 x 3 100 trolleys /month Orly Paris, France Bt200,000 x 3 100 trolleys /month Munich Int. Munich, Germany Bt200,000 x 3 100 trolleys/month Suvannabhumi Bangkok, Thailand Bt200,000 x 3 100 trolleys /month Narita Tokyo, Japan Bt200,000 x 3 100 trolleys /month Heathrow London, UK Bt200,000 x 3 100 trolleys /month Kingsford Smith Sydney, Australia Bt200,000 x 3 100 trolleys/month JFK New York, USA Amount Description Airports

114. Budget Allocation