GoPro x Tourism Authority of Thailand: Stoked to Get Soaked

Thailand's 2023 tourism recovery rode on Visit Thailand Year 2023: Amazing New Chapters, which promoted the country's five foundations, food, film, festival, fight and fashion, as the basis for meaningful travel. Songkran, one of the world's largest water festivals, was the festival pillar's biggest moment.

The Tourism Authority of Thailand wanted global travellers to see Songkran through the eyes of people they follow, not through an advertisement. Partnering with GoPro, the world's most versatile action camera, gave the campaign a first-person lens; the challenge was to turn a six-day festival in Chiang Mai into worldwide social conversation and a call to visit.

The creative idea was to put the audience inside the splash. Stoked to Get Soaked followed 13 GoPro creators from across Asia Pacific, Brazil, Spain, South Korea, India, Malaysia, Singapore and Taiwan through six days and five nights of Songkran festivities in Chiang Mai, with content shot from their own point of view.

Ruder Finn Era's Thailand team managed the programme in market: creator logistics, festival access, content planning and the amplification that turned first-person storytelling into traffic to the campaign, social conversation and brand awareness. User-generated content was gathered under #amazingthailand, #amazingnewchapters and #GoProXTAT, so that visitors' own footage extended the creators' reach and positioned Songkran globally as the Thai New Year celebration in April.