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Cloud Call Center Community Featured Article

TMCNet: Beautiful business: New wave of sponsors tap into marketing power of pageants [Bangkok Post, Thailand]

[October 28, 2009]

Beautiful business: New wave of sponsors tap into marketing power of pageants [Bangkok Post, Thailand]

(Bangkok Post (Thailand) Via Acquire Media NewsEdge) Oct. 26--Beauty contests in the past have typically been sponsored by makers of swimwear, cosmetics, skin- and hair-care products or food supplements.

Who could have imagined imagine one day electrical appliances, computer notebooks or pickup trucks, would be sponsoring Miss Thailand 2009? Many companies have changed their strategy to reach a wider audience, and Miss Thailand, which will stage its final round on Wednesday, is a big draw.


First-time sponsors this year are AJ consumer electronics, Mistine direct sales, and Hewlett-Packard IT products. Returning sponsors include BSC, Sealect Tuna, Scott bird's nest products, PTT, and the Tourism Authority of Thailand.

Big property sponsors such Krisda Mahanakorn, Hemaraj Land and Noble have disappeared for a few years.

Kematat Paladesh, vice-president for marketing of MCOT Plc, which has joined with the Old Vajiravudh Students Association to broadcast the Miss Thailand 2009 pageant, says people are paying attention to all kinds of contests.

"The way of organising a contest has changed. Now viewers can participate through new tools such as mobile phones or websites," he said.

The number of contests has doubled in the past two years. Popular events involve music, dance, fashion, modelling, and beauty pageants.

"The amount of money circulating in all these contests is expected to be about one billion baht, up from several hundred million a few years ago," said Mr Kematat.

MCOT, then operator of Channel 9 television, is a leader in reality shows, so it tried to adopt the reality concept in pageants by using technology to draw viewers to participate.

He said MCOT would also engage in talent management this year by supporting contestants who are crowned or in the final round and training them to work with its network, including radio and satellite TV, as emcees or actresses.

"This scheme will change Miss Thailand by putting more emphasis on a creative venture in line with the government's creative economy policy," said Mr Kematat.

Moreover, the image of the Miss Thailand contest will gradually be enhanced in the future, with contestants expected to contribute meaningfully to society.

Ramida Russell, second vice-president of ICC International Plc, the distributor of BSC fashion and cosmetic products, said the company spent at least 50 million baht a year to sponsor beauty contests both locally and internationally.

"The value from the sponsorship is immeasurable," she said. "We know the relationship between our brand and the contestants is forever. The brand awareness of the product continues to increase yearly as we continue our sponsorship." ICC sales have benefited from sponsorship, especially upcountry when contestants take part in activities or when Miss Thailand makes an appearance.

Panatda Chennavasin, vice-president of Tri Petch Isuzu Sales, said being a sponsor for Miss Thailand would lift its brand exposure among consumers. When Isuzu cars were advertised alongside contestants or Miss Thailand, potential customers went to its showrooms and asked to see similar cars, especially Isuzu multi-purpose vehicles.

Patcharanun Ampanputh, deputy managing director of Kangzen Kenko, a direct-sales firm, agreed its sponsorship strategy had proved successful over the past four to five years.

"Our brand image has improved, but also our sales. We spend 3 million baht on sponsorship, but we gain more than that. Our distributors can close their sales easier," she said.

To see more of the Bangkok Post, or to subscribe to the newspaper, go to http://www.bangkokpost.com.

Copyright (c) 2009, Bangkok Post, Thailand Distributed by McClatchy-Tribune Information Services.

For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

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