Bangkok, May 22, 2012 – The Tourism Authority of Thailand (TAT) is pumping up the volume of its celebrity marketing strategy by using multi-platinum selling Nordic recording artist Marko Kristian Lehtosalo, best known by his stage name “Markoolio,” to promote Phuket to young, working-age Scandinavians. The TAT teams up with the Stenhamar Music Group, a leading Nordic entertainment company, to produce a pop song called “En Vecka i Phuket” (One Week in Phuket). The song is supported by a light-hearted music video filmed on location in Phuket, in which Markoolio showcases the many fun activities that visitors can enjoy in Thailand’s world-renowned tropical island paradise.
Born in Finland and raised in Sweden, Markoolio is a highly popular singer, actor and comedian in the Nordic countries. The new single “En Vecka i Phuket” has recently rolled out in Finland, Norway and Sweden, while the music video is getting broad exposure on both traditional broadcast and social media. The music video, which shows Markoolio’s zany antics during a holiday in Phuket, has been well received with more than 85,000 YouTube views within the first few weeks of its launch. In the video, Markoolio parties on Phuket’s beautiful beaches, explores the island, tries his hand at Thai boxing, visits a spa, and enjoys many other local experiences, all to the infectious beat and delightful lyrics of the “En Vecka i Phuket” soundtrack.
“The Markoolio song and music video is a very effective way to promote Phuket to a young and dynamic segment of Scandanavian travellers, which is an important, quality market for Thai tourism. Visitors from Finland, Norway and Sweden especially love Thai beaches and cultural attractions. Thailand offers tremendous value for unique experiences, a huge variety of attractions, delightful cuisine and a full range of accommodations that greatly appeal to Europeans, particularly during these economically-challenging times,” said Mr Suraphon Svetasreni, Governor of the Tourism Authority of Thailand.
In 2011, the combined total number of arrivals from Norway, Finland, and Sweden was more than 600,000, which was around 3.2% of all international visitors to Thailand. Scandinavian travellers typically visit Thailand for 13 to 17 days, with an average daily spending of 3,500 to 4,000 Baht per person.
In recent months, Thailand’s profile has been increased in living rooms throughout Sweden thanks to a popular television series that is set in the Kingdom. The renowned “30 Degrees” program, based on the life of a Swede who visits Thailand for a holiday and then decides to settle down in Phuket, has attracted more than 1.3 million viewers. Also, a recent romantic comedy feature film called “En Gang i Phuket” (Once in Phuket) became a hit, ranking number two in Swedish box office standings during the month it was launched and attracting more than 370,000 movie-goers.
“All of this positive exposure contributes to the recognition of Thailand as the top value-for-money dream destination for Scandanavians and other travellers from all over the world. Governor Suraphon said the TAT expects the Markoolio song and music video will encourage a new generation of visitors to experience Phuket and many other great places and attractions that Thailand offers.
Became a hit, ranking number two in Swedish box office standings during the month it was launched and attracting more than 370,000 movie-goers.
“All of this positive exposure contributes to the recognition of Thailand as the a top value-for-money dream destination for Scandanavians and other travellers from all over the world. The TAT expects the Markoolio song and music video will encourage a new generation of visitors to experience Phuket and the many other great places and attractions that Thailand offers,” said Governor Suraphon.