Thai New Year, or Songkran, falls on April 13-15 this year, and Singha has teamed up with Asian food company Blue Dragon, the Tourism Authority of Thailand and Thai Airways to produce the celebratory booklet, which will be published in April. It includes recipes created by Singha and Blue Dragon as well as a competition to win a trip to Thailand.
Singha has stepped up its activities around Songkran this year as part of its celebrations of 30 years in the UK. It has also unveiled a new burst of advertising on more than 100 London taxis, featuring a bigger bottle image than in its push last year, and pictures of tourist attractions in London and Thailand.
The campaign will run for three months across Chinese New Year
and Thai New Year.
Other marketing includes 12-month advertising deals with a number of consumer magazines including FHM, Arena, Stuff and Maxim, and sponsoring Thai-themed festivals and events. UK distributor Entbe has plans to run some kind of celebration or marketing activity every month this year.