Cases studies

Koh Lanta 2007 & 2008 - How to use Mass Media TV Reality Shows to create Destination Brand Awareness. - Summer 2007 & 2008

• Agencies : Interface Tourism France
• Services : Consumer Promotion - Events - Public Relations

Brief

Koh Lanta is a successful bi–annual TV reality program, broadcast at primetime on TF1 TV which attracts an average audience of more than 8 million viewers each week. It is based on the Survivor concept: contestants are isolated in the wilderness and have to compete for cash and other prizes.

Interface Tourism, in representation of the Philippines, approached Executive Producer of Koh Lanta with a view to shooting the 2007 edition in the Philippines. Interface Tourism acted as liaison between the Executive Producer and the Philippines Department of Tourism, encouraging him to choose the Philippines!

After the success of the 2007 edition – which enjoyed record audiences, and being extremely satisfied with the coordination carried out by Interface Tourism, the Executive Producer and TF1 TV agreed to shoot a second edition in the Philippines, in the Caramoan area!

Tactics

The concept was to develop a strong working relationship with the Koh Lanta Executive Producer, providing him with all necessary details of the project and its requirements. By providing a complete destination report and by uniting all the Philippines stakeholders in the project, Interface Tourism convinced the producer to shoot the program in Palawan Island in 2007.

To complement the visibility that the show stimulated and to create even more buzz, Interface Tourism organized PR & marketing activities based on the show during the “Top Resa” trade show in 2007 and in 2008:

• Press releases and a 1 page article in the Koh Lanta press kit
• An exclusive Press Trip for "Paris Match” (circulation of 888,749 copies): “In the Land of Koh Lanta”.
• The right to use the photographs, beauty shots and real footage from the program’s rushes
• A TV and Internet consumer game was organized in the TF1 website: “Win a trip to The Philippines, to the Land of Koh Lanta”.
• At trade shows the stand design was adapted to the shooting location with decoration provided by the production team (sculptures, wooden structures…).
• Organisation of a press conference, with the participation of Koh Lanta TV host, M. Denis Brogniard and the Philippines Tourism Minister, Mr Ace Durano.
• Organisation of a Trade VIP cocktail & competition on the Philippines stand, in the presence of Koh Lanta host M. Denis Brogniard. 150 trade participants attended the event.
• Development of new tourism destinations and creation of special tour packages to Caramoan province.

Result

• An amazingly positive evolution in destination perception. The host of the show, M. Denis Brogniard delivered an important signal to the media about the Philippines, emphasising the excellent security situation in the archipelago.
• The charismatic host of the show Denis Brogniard was nominated “Destination Ambassador” at PR events.
• The 2 TV shows provided maximum exposure for the destination with an average audience of some 8,128,577 viewers.
• The media showed great interest in covering the destination.
• Creation of Gota Village Resort in the place where the Koh Lanta crew shot “Koh Lanta Caramoan 2008”.