Developed under an umbrella concept titled 'Mantra of the East', the spots — 'Destination', 'Unexpected' and 'Terminal' — are expected to break over the next three months.
The objective of the campaign is "to create awareness of the new concept of King Power, which is not just dutyfree shopping, but a holistic experience which also includes dining, relaxation and entertainment," said Tida Vibulvanich, group account director, Y&R Thailand.
King Power will be opening branches in downtown Bangkok at Rangnam Road, as well as Suvarnabhumi Airport.
The TV commercials, to run nationwide and inflight, will be supported by print, billboard and events.
King Power handed its creative account to Y&R in July, tasking the agency to lift its brand image in anticipation of the launch of its new outlet at Suvarnabhumi Airport. Prior to Y&R, King Power appointed freelance agencies on a project basis.
