The Tourism Authority of Thailand (TAT) has launched a new mascot-marketing campaign titled “Instant Happiness with Butterbear,” leveraging the popular mascot from Coffee Beans by Dao, a well-known Thai dessert chain. Scheduled to run until the end of August, the campaign capitalizes on Butterbear’s popularity, inviting fans to participate in various activities across the country, including dining, shopping, and traveling.
TAT Deputy Governor for Marketing Communication Nithi Siprae expressed optimism about the campaign’s ability to attract over 100,000 participants and generate well over 100 million baht in tourism revenue.
The campaign features several activities, such as fan meetings, lucky draws, and interactive games to win discounts at partner outlets. Participants are encouraged to document their experiences with Butterbear on social media to further engage with the event.
This latest marketing campaign follows TAT’s strategy of utilizing mascots for tourism promotion, including a recent partnership with Pop Mart to use Labubu, a popular devil doll, using distinctive mascots to enhance tourism appeal among visitors worldwide, especially those from China.
