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North Pattaya – more than you think

July 4, 2014 Destination Thailand No Comments Email Email

The North Pattaya Alliance (NPA) led by Khun Chatchawal Supachayanont, General Manager of Dusit Thani Pattaya (2nd from right) and Mr. Brendan Daly, General Manager of Amari Pattaya (right), launched the “North Pattaya – more than you think…” campaign in cooperation with the Tourism Authority of Thailand (TAT), Thailand Convention & Exhibition Bureau (TCEB) and Pattaya City.

Seen here at the press launch; Pattaya City Mayor, Khun Ittiphol Kunplome (3rd from left), Khun Poramet Amatyakul, Executive Director, Information Technology, TAT (3rd from right) and Khun Puripan Bunnag, Director Domestic MICE, TCEB (2nd from left). The aim of the NPA is to promote MICE and Indian Weddings in the North Pattaya area. The destination campaign  is driven by the seven NPA founding partners; Amari Pattaya, Cape Dara Resort, Centara Grand Mirage Beach Resort Pattaya, Dusit Thani Pattaya, Holiday Inn Pattaya, Pullman Pattaya Hotel G, and The Zign Hotel.

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History of North Pattaya – more than you think…

Six hotels located in North Pattaya; Amari Pattaya, Cape Dara Resort, Centara Grand Mirage Beach Resort Pattaya, Dusit Thani Pattaya, Pullman Pattaya Hotel G, and The Zign met at Dusit Thani Pattaya on 17 August 2012 to discuss a joint cooperation for the promotion of North Pattaya. The aim was to create an alliance of stakeholders doing business in the area that could speak with one voice and promote North Pattaya as the top destination for all aspects of discretionary business tourism and Indian weddings.

Following the inaugural August 2012 meeting, a Memorandum of Understanding was signed on                       7 November 2012, formalising the North Pattaya Alliance (NPA). The agreement laid out the terms and conditions of a destination marketing partnership, whilst acknowledging and respecting the commercially competitive relationship between hotels. Holiday Inn Pattaya subsequently joined the coalition to complete the membership of seven founding hotel partners.

Sharing the common vision to passionately promote North Pattaya’s excellence in service to business events and travellers, Indian wedding parties in addition to other tourism, Amari Pattaya took the lead as the campaign coordinator and organised regular meetings to plan the promotion and positioning of North Pattaya as the most diverse and exciting beach destination in Asia.

NPA put out a tender to agencies to create a unique identity for the NPA campaign and Sheerbravado, headquartered in Bangkok, was appointed. The North Pattaya – more than you think… logo, created by Sheerbravado, gave the campaign a strong and clearly identifiable brand.

David Barrett, Executive Director of Events at Amari Pattaya, as campaign champion, lead the alliance to secure support from the TAT (Tourism Authority of Thailand), TCEB (Thailand Convention & Exhibition Bureau) and Pattaya City.

The NPA Public Relations and Marcoms Managers then met to mastermind the launch of NPA, which put everything in place for the campaign launch and press conference on 25 June 2014.

As part of an online and social media outreach programme, NPA has launched a website promoting business events and Indian weddings at www.pattayamore.com, a campaign YouTube channel and a Facebook page, all which are securing a growing fan base.

A series of short videos profiling North Pattaya, spearheaded by the seven hotel PR managers, are currently in production. Brendan Daly, General Manager of Amari Pattaya said, “Our series of video shorts, formatted for social media, aim to present the best of North Pattaya while injecting elements of comedic genius to grab attention.” The two-minute videos will be debuted in early August 2014. “We appreciate the value that social media can bring to our destination campaign and are committed to using YouTube, Facebook and other channels to spread the word that North Pattaya is the place to meet for corporate meetings, executive retreats and Indian weddings,” added Daly.

NPA’s goal is to create demand for North Pattaya as a venue for local and international events including corporate meetings, conventions and Indian weddings. Moreover, the group will focus on producing homegrown events as well, the first of which is the Festival of Rice on the weekend of 11-12 October 2014. Details of the festival continue to be updated at www.festivalofrice.com

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