Bangkok – Following the Sports Authority of Thailand‘s official press conference to launch Paris 2024 in Thailand, a historic collaboration with broadcast partners has been established. An unprecedented 21 channels will broadcast the games directly from Paris, marking the most extensive coverage ever in Thailand. The communication plan,led by Plan B Eleven, the agency responsible for designing the marketing communications, enters Phase 2: “The Best of Athletes,” under the overarching concept of “The Best of the Best” across all five phases. The plan’s structure aligns with the highlights of the competition:
- Phase 1: “The Greatest Sporting Event” (April 17 – May 4, 2024)
- Phase 2: “The Best of Athletes” (May 5 – July 25, 2024)
- Phase 3: “The Best of the Competition” (July 26 – August 11, 2024)
- Phase 4: “The Best of Success” (August 11 – 27, 2024)
- Phase 5: “The Best of Superhumans” (August 27 – September 8, 2024)
Plan B Eleven, a subsidiary of Plan B Media Public Company Limited, with Mr. Punyapat Chayintuth, Creative Director of the Plan B Eleven group, is the creative force behind the integrated communication strategy. Phase 2, “The Best of Athletes,” features a transformation, unveiling a new look and concept for the Thai national athletes.
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Beyond its role in managing out-of-home (OOH) media, Plan B Eleven is a leading Sport Marketing Agency in Thailand,instrumental in shaping the country’s sports marketing landscape. The company’s notable endeavors include marketing and managing the rights of the Football Association of Thailand for both the national team and the Thai League. It has also revolutionized the boxing scene, both domestically and internationally, by renovating Rajadamnern Stadium, the world’s oldest boxing stadium, into a landmark attraction for tourists and the younger generation. Additionally, it has created a new three-round boxing program called “Rajadamnern World Series” (RWS). Plan B Eleven also handles public relations and rights for brands sponsoring the broadcast of the Olympic and Paralympic Games in Thailand, from Tokyo 2020 to Paris 2024.
Mr. Punyapat emphasized Plan B’s extensive experience in sports marketing and highlighted the significance of the Olympic and Paralympic Games in the world of sports. He expressed confidence in creating new experiences in promoting the competition through various media channels, with strategies that are distinct and grander than ever before.The goal is to make the viewing experience of the Olympic and Paralympic Games in Thailand memorable, alongside a global audience of over 10 billion people.
The core strategy revolves around the concept of the Olympics as “The Greatest Olympic Games Ever” and “Sports And More Than Sports.” This approach aims to engage everyone in the Olympic Games through design, social, political, and lifestyle dimensions. Whether someone is already interested in sports or not, they can experience the Olympic Games in a way that resonates with them, through comprehensive media and partners. The key is to tailor content to individual interests using the 4O Marketing strategy, driving viewership and engagement across all lifestyles.
The 4O Marketing strategy focuses on creating awareness and reminding people about the Olympic and Paralympic Games through various perspectives, fostering engagement and immersing viewers in the atmosphere. It begins with OOH (out-of-home) media as the starting point to kick off the grandeur of the event. The concept, venues, and Thai athletes will be showcased on screens nationwide, capturing attention through various content formats:
- Presenting athletes in a new light, blending fashion with sports to appeal to a wider audience.
- Real-time reporting of results, breaking news, and viewing schedules, along with congratulatory messages for athletes on OOH screens using “Fast Ads” technology.
- Broadcasting exciting matches, including medal matches, on over 150 screens across Thailand, including Plan B’s signature Panoramix Screen @ CentralWorld, the world’s largest digital interactive screen.
The online component includes:
- Transforming the StadiumTH platform into “HOME OF THE OLYMPICS,” a hub for all information related to Paris 2024, both on and off the field.
- Collaborating with The Standard Sport for comprehensive news and results coverage.
- Showcasing Thai athletes in fashion sets and exclusive interviews with leading Thai editions of international fashion magazines like ELLE, Harper’s Bazaar, and Vogue.
- Launching the #OlympicLikeDai campaign, connecting OOH to online, inviting KOLs, influencers, and partner pages to share their unique Olympic moments.
On-air activities involve:
- Promoting Thai athletes through lifestyle-focused news and variety shows.
- Broadcasting the Olympic and Paralympic Games on four free TV channels: T Sports 7, 9 MCOT HD, CH7 HD,and PPTV HD 36.
- Collaborating with AIS and TRUE for live broadcasts across 21 channels, ensuring comprehensive coverage.
On-ground initiatives include:
- The official launch of the Paris 2024 Olympics in Thailand at Siam Paragon in late June.
- Transforming Samyan Mitrtown into ‘Olympic Park @ Samyan Mitrtown’ in late July, offering exhibitions,activities, and brand engagement opportunities.
- Organizing a ‘Welcome Back’ event at Siam Paragon in August to celebrate the achievements of Thai athletes.
Plan B also utilizes the Stadium TH platform to disseminate information about Thai athletes through social media channels like Facebook, Instagram, X, and TikTok, providing real-time updates, results, and news.
By integrating OOH, Online, On-Air, and On-Ground strategies, Plan B Eleven aims to engage diverse target audiences.The company believes that its creative communication planning, tailored to modern trends and viewer preferences, will drive success and achieve the set goals.
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